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United States Marketing Analytics Market Size, Analysis: By Deployment Type: On Premise, Cloud; By Enterprise Size: Large Enterprise, Small and Medium Enterprises; By Application: Social Media Marketing, E-mail Marketing, Search Engine Marketing, Content Marketing, Others; By End User; Regional Analysis; Competitive Landscape; 2024-2032
United States Marketing Analytics Market Outlook
The United States marketing analytics market size reached approximately USD 2.05 billion in 2023. The market is projected to grow at a CAGR of 12.20% between 2024 and 2032, reaching a value of around USD 5.96 billion by 2032.
Key Takeaways
| Statistic |
| Improvement in campaign performance after deploying 5 or more digital tools: 39% |
| Marketers who believe that customer experience will be an important factor in gaining a competitive edge: 81% |
| Expected increase in requirement for marketing analysts per year (US Bureau of Labour Statistics): 96,000 |
Marketing analytics refers to the use of machine learning, predictive modelling, and statistics to understand the impact of a marketing campaign and improve strategies that do not attract customers. It helps marketers in quantifying their claims and in predicting future trends in marketing. Marketing analytics boosts actionable knowledge of businesses and helps them by sorting customer data based on its relevance.
The United States marketing analytics market is being driven by an increase in data depreciation, a rising quantity of digital clutter, and increased difficulty in reaching consumers. With the proliferation of social media channels and digital networks connecting people, the volume and type of data consumed have grown tremendously, which has made it difficult for marketers to leave a lasting brand impression on consumers’ minds. With the help of data analytics tools, businesses can determine consumer preferences and customise product offerings, which is more likely to drive sales as compared to a broad marketing strategy.
Key Trends and Developments
Rising prominence of context-enriched analytics; technological advancements; growth of self-service analytics tools; and rise of emotional analytics are the major trends impacting the United States marketing analytics market growth.
| Date | Event |
| Nov. 8th 2023 | Domo was listed on Constellation ShortList for its easy-to-use marketing analytics solutions |
| Nov. 1st 2023 | Facebook and Coursera launched a certificate programme in marketing analytics |
| July 4th 2023 | US marketers use marketing analytics tools in 37.7% of projects |
| May 2nd 2023 | Mixpanel expanded its event analytics tool for digital marketers |
| Trend | Description |
| Rising prominence of context-enriched analysis | Context-enriched analytics provides marketers with a graphical representation of a consumer’s needs and constraints, which helps them in designing appropriate marketing strategies. |
| Technological advancements breaking data silos within organisations | Data fabrics have emerged as a flexible and reliable methodology for data integration across multiple business users, which provides greater insight. |
| Growing popularity of self-service analytics tools | Non-marketing experts are nowadays utilising self-service analytics tools to access, examine, and make business decisions. |
| Emotional analytics expected to drive market demand | Emotional analytics is enabling marketers to understand user behaviour in a better way by analysing their facial expressions, voice modulation, and even physiological responses. |
United States Marketing Analytics Market Trends
Data fabrics can reduce efforts for data management by up to 70% and improve data usage via its in-built analytics tools. This helps in enhancing business performance and minimises technical debt of the business. In times of shortage of expert data management professionals, data fabrics can bring exceptional results for both small and medium size enterprises and large organisations.
The trend of data democratisation is prompting companies to provide self-analytics tools and solutions for employees with non-technical knowledge. The intuitive user interfaces of self-analytics tools, coupled with visual dashboards and innovative features, are enabling businesses to make data-driven decisions without hiring specialised talent pool for generating reports and providing analysis. This is expected to contribute to the United States marketing analytics market demand in the coming years.
Market Segmentation
“United States Marketing Analytics Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
| Market Breakup | Categories |
| Deployment Mode | On Premise, Cloud |
| Enterprise Size | Large Enterprise, Small and Medium Enterprises |
| Application | Social Media Marketing, E-mail Marketing, Search Engine Marketing, Content Marketing, Others |
| End User | BFSI, Retail, Manufacturing, Media and Communication, Healthcare, Travel and Hospitality, Others |
| Region | New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, Far West |
Small and medium enterprises are expected to dominate the United States marketing analytics market share in the forecast period
Small and medium enterprises are expected to lead the market as digital marketing is one of the most crucial mediums of advertisement for these organisations. Marketing analytics tools help them in curating and personalising products as per consumer demand, which, in turn, drives sales.
Meanwhile, large enterprises are expected to witness a steady demand for marketing analytics tools in the forecast period, amid the rising focus to optimise their web pages and provide a seamless website navigation experience to customers. They also use data analytics tools to improve conversion rates by improving upon key parameters of the marketing campaign.
The travel and hospitality sector to make increasing use of marketing analytics tools due to the rising demand for personalised suggestions among customers
The travel and hospitality sector is expected to constitute a major portion of the United States marketing analytics market share in the coming years. Marketing analytics tools help these companies pinpoint key travel destinations that appeal to consumers and design their product offerings and pricing.
The media and communication sector is also expected to increase its reliance on marketing analytics tools to gauge the news items and TV shows that are preferred by consumers to watch. This can help them gain popularity and serve consumer preferences better. Meanwhile, in the retail sector, marketing analytics play a crucial role in providing targeted advertisements to customers, managing inventory, predicting demand, and enhancing profitability.
Competitive Landscape
Major market players are collaborating to launch innovative marketing analytics solutions in the USA.
| Company | Year Formed/Incorporated | Headquarters | Description |
| IBM Corporation | 1911 | New York, United States | One of the largest providers of global hybrid cloud and AI, and consulting expertise. |
| Oracle Corp. | 1977 | Texas, USA | A leading IT company which provides crucial solutions for managing enterprise IT environments. |
| Adobe, Inc. | 1982 | California, United States | A software company that operates through business segments, including Digital Media and Publishing and Advertising, among others. |
| Salesforce, Inc. | 1999 | San Francisco, United States | One of the world’s leading providers of customer relationship management technology. |
Other United States marketing analytics market players include Google LLC, Microsoft Corp., Teradata Corporation, and Improvado Inc., among others.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Deployment Type |
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| Breakup by Enterprise Size |
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| Breakup by Application |
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| Breakup by End User |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 North America Marketing Analytics Market Overview
8.1 Key Industry Highlights
8.2 North America Marketing Analytics Historical Market (2018-2023)
8.3 North America Marketing Analytics Market Forecast (2024-2032)
9 United States Marketing Analytics Market Overview
9.1 Key Industry Highlights
9.2 United States Marketing Analytics Historical Market (2018-2023)
9.3 United States Marketing Analytics Market Forecast (2024-2032)
10 United States Marketing Analytics Market by Deployment Type
10.1 On Premise
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Cloud
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
11 United States Marketing Analytics Market by Enterprise Size
11.1 Large Enterprise
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Small and Medium Enterprises
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
12 United States Marketing Analytics Market by Application
12.1 Social Media Marketing
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 E-mail Marketing
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Search Engine Marketing
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Content Marketing
12.4.1 Historical Trend (2018-2023)
12.4.2 Forecast Trend (2024-2032)
12.5 Others
13 United States Marketing Analytics Market by End User
13.1 BFSI
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Retail
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Manufacturing
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 Media and Communication
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Healthcare
13.5.1 Historical Trend (2018-2023)
13.5.2 Forecast Trend (2024-2032)
13.6 Travel and Hospitality
13.6.1 Historical Trend (2018-2023)
13.6.2 Forecast Trend (2024-2032)
13.7 Others
14 United States Marketing Analytics Market by Region
14.1 New England
14.1.1 Historical Trend (2018-2023)
14.1.2 Forecast Trend (2024-2032)
14.2 Mideast
14.2.1 Historical Trend (2018-2023)
14.2.2 Forecast Trend (2024-2032)
14.3 Great Lakes
14.3.1 Historical Trend (2018-2023)
14.3.2 Forecast Trend (2024-2032)
14.4 Plains
14.4.1 Historical Trend (2018-2023)
14.4.2 Forecast Trend (2024-2032)
14.5 Southeast
14.5.1 Historical Trend (2018-2023)
14.5.2 Forecast Trend (2024-2032)
14.6 Southwest
14.6.1 Historical Trend (2018-2023)
14.6.2 Forecast Trend (2024-2032)
14.7 Rocky Mountain
14.7.1 Historical Trend (2018-2023)
14.7.2 Forecast Trend (2024-2032)
14.8 Far West
14.8.1 Historical Trend (2018-2023)
14.8.2 Forecast Trend (2024-2032)
15 Market Dynamics
15.1 SWOT Analysis
15.1.1 Strengths
15.1.2 Weaknesses
15.1.3 Opportunities
15.1.4 Threats
15.2 Porter’s Five Forces Analysis
15.2.1 Supplier’s Power
15.2.2 Buyer’s Power
15.2.3 Threat of New Entrants
15.2.4 Degree of Rivalry
15.2.5 Threat of Substitutes
15.3 Key Indicators for Demand
15.4 Key Indicators for Price
16 Competitive Landscape
16.1 Market Structure
16.2 Company Profiles
16.2.1 IBM Corporation
16.2.1.1 Company Overview
16.2.1.2 Product Portfolio
16.2.1.3 Demographic Reach and Achievements
16.2.1.4 Certifications
16.2.2 Google LLC
16.2.2.1 Company Overview
16.2.2.2 Product Portfolio
16.2.2.3 Demographic Reach and Achievements
16.2.2.4 Certifications
16.2.3 Adobe, Inc.
16.2.3.1 Company Overview
16.2.3.2 Product Portfolio
16.2.3.3 Demographic Reach and Achievements
16.2.3.4 Certifications
16.2.4 Oracle Corporation
16.2.4.1 Company Overview
16.2.4.2 Product Portfolio
16.2.4.3 Demographic Reach and Achievements
16.2.4.4 Certifications
16.2.5 Salesforce, Inc.
16.2.5.1 Company Overview
16.2.5.2 Product Portfolio
16.2.5.3 Demographic Reach and Achievements
16.2.5.4 Certifications
16.2.6 Microsoft Corp.
16.2.6.1 Company Overview
16.2.6.2 Product Portfolio
16.2.6.3 Demographic Reach and Achievements
16.2.6.4 Certifications
16.2.7 Teradata Corporation
16.2.7.1 Company Overview
16.2.7.2 Product Portfolio
16.2.7.3 Demographic Reach and Achievements
16.2.7.4 Certifications
16.2.8 Improvado Inc.
16.2.8.1 Company Overview
16.2.8.2 Product Portfolio
16.2.8.3 Demographic Reach and Achievements
16.2.8.4 Certifications
16.2.9 Others
17 Key Trends and Developments in the Market
List of Key Figures and Tables
1. North America Marketing Analytics Market: Key Industry Highlights, 2018 and 2032
2. United States Marketing Analytics Market: Key Industry Highlights, 2018 and 2032
3. United States Marketing Analytics Historical Market: Breakup by Deployment Type (USD Billion), 2018-2023
4. United States Marketing Analytics Market Forecast: Breakup by Deployment Type (USD Billion), 2024-2032
5. United States Marketing Analytics Historical Market: Breakup by Enterprise Size (USD Billion), 2018-2023
6. United States Marketing Analytics Market Forecast: Breakup by Enterprise Size (USD Billion), 2024-2032
7. United States Marketing Analytics Historical Market: Breakup by Application (USD Billion), 2018-2023
8. United States Marketing Analytics Market Forecast: Breakup by Application (USD Billion), 2024-2032
9. United States Marketing Analytics Historical Market: Breakup by End User (USD Billion), 2018-2023
10. United States Marketing Analytics Market Forecast: Breakup by End User (USD Billion), 2024-2032
11. United States Marketing Analytics Historical Market: Breakup by Region (USD Billion), 2018-2023
12. United States Marketing Analytics Market Forecast: Breakup by Region (USD Billion), 2024-2032
13. United States Marketing Analytics Market Structure
Key Questions Answered in the Report
In 2023, the market reached an approximate value of USD 2.05 billion.
The market is estimated to grow at a CAGR of 12.20% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach a value of around USD 5.96 billion by 2032.
The market is being driven by the increase in data depreciation, rising quantity of digital clutter, and increasing use of marketing analytics in the travel and hospitality sector.
The key trends aiding the market expansion include rising prominence of context-enriched analytics, technological advancements, growth of self-service analytics tools, and rise of emotional analytics.
The major end-users of marketing analytics include BFSI, retail, manufacturing, media and communication, healthcare, and travel and hospitality, among others.
The different applications of marketing analytics include social media marketing, e-mail marketing, search engine marketing, and content marketing, among others.
The major players in the market are IBM Corporation, Google LLC, Adobe, Inc., Oracle Corporation, Salesforce, Inc., Microsoft Corp., Teradata Corporation, and Improvado Inc., among others.
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