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1425127

全球受眾分析市場：預測（2024-2029）

Audience Analytics Market - Forecasts from 2024 to 2029

出版日期: 2024年01月29日 | 出版商:

Knowledge Sourcing Intelligence | 英文 147 Pages | 商品交期: 最快1-2個工作天內

價格

簡介目錄

預計到 2022 年，全球受眾分析市場規模將達到 48.05 億美元，預測期內複合年成長率為 12.45%。

受眾分析是系統性地收集並仔細分析有關特定受眾的行為和特徵的資料的重要過程。這種全面的方法使公司和組織能夠深入了解目標受眾的偏好、興趣和需求。利用各種工具，包括網站分析、社群媒體洞察和客戶回饋機制，企業可以更深入地了解受眾人口統計、線上活動以及品牌的整體參與度。這些多方面的見解為客製化內容、產品和服務提供了基礎，以無縫地符合已確定的受眾期望。透過整合不同的資料來源，企業可以製定更個人化和有針對性的行銷策略，從而最佳化其產品的回應。此外，受眾分析的這種策略整合可讓您根據即時回饋和不斷變化的消費行為行為微調您的方法，從而改善用戶體驗。

介紹

受眾分析市場的動態格局以各種最尖端科技和服務為特徵，這些技術和服務經過精心設計，可幫助企業提取有關目標受眾的有意義且可操作的見解。由於對全面的跨管道洞察力的需求不斷成長以及了解獨特受眾檔案的複雜性的需求，這個快速成長的市場正在經歷顯著的擴張。受眾分析解決方案和服務用於各種行業，從媒體和娛樂到零售、通訊、銀行、醫療保健和政府。

受眾分析需求的快速成長是由一系列複雜因素所推動的，尤其是對競爭情報的追求。隨著公司應對快速發展的複雜形勢，了解並保持競爭優勢變得至關重要。同時，市場也越來越意識到觀眾分析在改善觀眾整體體驗方面所發揮的關鍵作用。公司正在積極投資這些解決方案，不僅是為了了解用戶的偏好和行為，也是為了個人化互動並創造與個人消費者產生共鳴的客製化體驗。

促進因素

提高數位平台上的用戶參與度：全球電子商務活動的激增顯著提高了數位平台上的用戶參與度。數位互動的興起正在推動對受眾分析解決方案的需求。企業尋求透過各種數位管道的受眾參與來了解情況。
關注競爭情報：公司越來越重視從受眾分析中獲取競爭情報。了解受眾行為和偏好可為公司提供寶貴的見解，以在競爭中保持領先地位，從而促進跨行業採用受眾分析解決方案和服務。
加強客戶經驗管理：受眾分析在客戶經驗管理中發揮關鍵作用。透過分析受眾行為和回饋，公司可以客製化滿足客戶期望的產品和服務，從而提高客戶滿意度和忠誠度。對增強客戶體驗的關注是受眾分析市場的關鍵驅動力。
對個人化行銷的需求不斷成長：對個人化行銷策略的需求不斷成長正在推動受眾分析的採用。隨著公司利用受眾洞察來進行有針對性的個人化行銷宣傳活動，各行業對受眾分析解決方案的需求正在增加。
特定行業招聘：解讀消費者需求，識別成長機會，提高媒體和娛樂、零售、通訊、銀行、醫療保健、政府等行業的受眾參與度。因此，對專業受眾的需求不斷成長分析解決方案。這種針對特定產業的採用是受眾分析市場的關鍵驅動力。

主要企業提供的產品

Telmar 的受眾洞察解決方案使企業能夠全面了解其目標受眾，從而為行銷、產品開拓和客戶服務提供資料主導的決策。 Telmar 的解決方案是基於對消費行為的深入了解，並利用各種資料來源，包括調查、社群媒體和線上行為。
SAS Audience Analytics 讓企業跨各種管道追蹤客戶互動，包括網站、行動應用程式和社群媒體。這使企業能夠了解客戶如何與其品牌互動，並確定可以改善客戶體驗的領域。

受眾分析市場中競爭分析領域的顯著成長：

由於多種因素，受眾分析市場的競爭分析部分正在顯著成長。越來越多的公司正在使用受眾分析來獲得競爭考察，並且各行業對競爭分析解決方案和服務的需求正在迅速成長。電子商務的興起增加了數位平台上的用戶參與度以及使用受眾分析進行競爭分析的需求。此外，為了獲得競爭優勢，人們越來越重視了解受眾行為和偏好，這促使人們採用受眾分析解決方案來進行競爭研究和情報。此外，專注於提供客戶經驗管理、銷售和行銷管理、競爭研究等方面的全面見解也有助於受眾分析市場競爭分析領域的崛起。隨著公司尋求了解和應對市場動態，競爭分析部分已成為策略決策流程的重要組成部分。

此外，特定產業受眾分析解決方案的採用，特別是在媒體和娛樂、零售、通訊、銀行、醫療保健和政府部門，正在進一步推動受眾分析市場中競爭性分析領域的成長。總之，對競爭情報的需求不斷成長，對了解受眾行為的重視以及受眾分析解決方案的行業採用共同推動了受眾分析市場中競爭分析領域的顯著成長，從而形成了多樣化的資料主導受眾洞察以及田野裡的形勢。

預計北美將在受眾分析市場中佔據主要佔有率：

在促進該行業成長和主導地位的幾個關鍵因素的推動下，北美預計將在受眾分析市場中佔據重要佔有率。北美在受眾分析市場的領先地位歸功於先進技術的普及和串流媒體服務的日益普及，尤其是在美國。該地區市場的競爭形勢，特別是零售、媒體和廣告業的競爭格局，正在推動對受眾分析解決方案的需求。此外，嚴格的隱私法規和對消費者資料安全的日益關注促進了北美受眾分析工具的普及，凸顯了遵守資料安全標準的重要性。數位化發展和線上平台的普及正在產生前所未有的大量消費者資料，迫切需要針對銷售和行銷領域的高級受眾分析解決方案，從而推動該地區的市場成長。我們將為您提供更多支援。

電子商務活動的激增以及由此帶來的數位平台用戶參與度的增加也在推動受眾分析解決方案在北美的採用方面發揮關鍵作用。數位互動的活性化將注意力集中在從受眾參與中獲取見解上，進一步增加了該地區各行業對受眾分析的需求。總而言之，北美在受眾分析市場中的巨大佔有率歸因於該地區的技術力、各行業的競爭形勢、嚴格的資料安全法規以及數位參與度的快速成長，所有這些都有助於北美在受眾中的重要佔有率分析市場。有助於繁榮

市場開拓：

2022年6月，利用人工智慧進行視覺辨識的SaaS廣告平台Alfi宣布推出AI Audience Analytics。
2023 年 4 月，StatSocial 增強了其 Silhouette 平台，涵蓋了 TikTok，使行銷人員和研究人員能夠收集有價值的自我報告的受眾洞察。透過此擴展，您現在可以存取重要訊息，例如您的興趣、首選媒體管道、品牌親和性和最喜歡的影響者。

Audience analytics is an indispensable process that involves the systematic gathering and meticulous analysis of data concerning the behaviour and characteristics of a given audience. This comprehensive approach enables businesses and organizations to gain profound insights into the preferences, interests, and needs of their target demographic. By leveraging various tools, including website analytics, social media insights, and customer feedback mechanisms, companies can delve deep into understanding their audience's demographics, online activities, and overall engagement with their brand. These multifaceted insights serve as the cornerstone for tailoring content, products, and services to align seamlessly with the expectations of the identified audience. The amalgamation of diverse data sources empowers companies to create more personalized and targeted marketing strategies, thereby optimizing the resonance of their offerings. Furthermore, this strategic integration of audience analytics fosters an improved user experience, as businesses can fine-tune their approach based on real-time feedback and evolving consumer behaviors.

Introduction:

The dynamic landscape of the audience analytics market is characterized by a diverse array of cutting-edge technologies and services meticulously crafted to empower companies to extract meaningful and actionable insights about their target audiences. This burgeoning market is experiencing remarkable expansion, fueled by a rising appetite for comprehensive cross-channel insights and an imperative to comprehend the intricacies of unique audience profiles. These audience analytics solutions and services find application across a spectrum of industries, ranging from the vibrant realms of media and entertainment to the bustling domains of retail, telecommunications, banking, healthcare, and even government sectors.

The surge in demand for audience analytics is intricately linked to several factors, with a notable emphasis on the pursuit of competitive intelligence. As businesses navigate the intricacies of a rapidly evolving landscape, understanding and staying ahead of the competition has become paramount. Simultaneously, the market is witnessing an increasing recognition of the pivotal role played by audience analytics in enhancing the overall audience experience. Companies are proactively investing in these solutions to not only comprehend user preferences and behaviours but also to personalize interactions, creating tailored experiences that resonate with individual consumers.

Drivers:

Increasing User Engagement on Digital Platforms: The surge in e-commerce activities worldwide has led to a significant increase in user engagement on digital platforms. This heightened digital interaction has driven the demand for audience analytics solutions, as companies seek to gain intelligence from audience engagement across various digital channels.
Focus on Competitive Intelligence: Companies are increasingly focusing on gaining competitive intelligence from audience analytics. Understanding audience behavior and preferences provides businesses with valuable insights to stay ahead of the competition, leading to the adoption of audience analytics solutions and services across different industry verticals
Enhanced Customer Experience Management: Audience analytics plays a crucial role in customer experience management. By analyzing audience behavior and feedback, businesses can tailor their products and services to meet customer expectations, leading to improved customer satisfaction and loyalty. This emphasis on enhancing customer experience is a significant driver for the audience analytics market
Rising Demand for Personalized Marketing: The growing need for personalized marketing strategies has propelled the adoption of audience analytics. Businesses are leveraging audience insights to create targeted and personalized marketing campaigns, resulting in increased demand for audience analytics solutions across industries
Industry-specific Adoption: Various industries such as media and entertainment, retail, telecommunications, banking, healthcare, and government sectors are increasingly turning to specialized audience analytics solutions to interpret consumer requirements, identify growth opportunities, and improve audience engagement. This industry-specific adoption is a key driver for the audience analytics market.

Products offered by key companies:

Telmar's audience insights solutions provide businesses with a comprehensive understanding of their target audience, enabling them to make data-driven decisions about marketing, product development, and customer service. Telmar's solutions are based on a deep understanding of consumer behavior and utilize a variety of data sources, including surveys, social media, and online behavior.
SAS Audience Analytics allows businesses to track the interactions of their customers across different channels, such as their website, mobile app, and social media. This allows businesses to understand how their customers are interacting with their brand and identify areas where they can improve their customer experience.

Prominent growth in the competitive analysis segment within the audience analytics market:

The competitive analysis segment of the audience analytics market has witnessed remarkable growth driven by several factors. Companies are increasingly relying on audience analytics to gain competitive insights, leading to a surge in demand for competitive analysis solutions and services across various industries. The rise of e-commerce has amplified user engagement on digital platforms, necessitating the use of audience analytics for competitive analysis. Additionally, the growing emphasis on understanding audience behaviour and preferences to gain a competitive edge has fueled the adoption of audience analytics solutions for competitive research and intelligence. Moreover, the market's focus on providing comprehensive insights into customer experience management, sales and marketing management, and competitive research has contributed to the prominence of the competitive analysis segment within the audience analytics market. As businesses strive to understand and respond to market dynamics, the competitive analysis segment has become an indispensable component in their strategic decision-making processes.

Furthermore, the industry-specific adoption of audience analytics solutions, particularly in media and entertainment, retail, telecommunications, banking, healthcare, and government sectors, has further propelled the growth of the competitive analysis segment within the audience analytics market. In conclusion, the increasing demand for competitive intelligence, the emphasis on understanding audience behaviour, and the industry-specific adoption of audience analytics solutions have collectively driven the prominent growth of the competitive analysis segment within the audience analytics market, shaping the landscape of data-driven audience insights and intelligence across diverse sectors.

The North American region is expected to hold a significant share of the audience analytics market:

North America is poised to hold a substantial share of the audience analytics market, driven by several key factors that contribute to its growth and dominance in this sector. North America's leadership in the audience analytics market stems from the widespread adoption of advanced technologies and the increasing popularity of streaming services, particularly in the United States. The competitive landscape in the region's markets, especially in the retail, media, and advertising industries, has fueled the demand for audience analytics solutions. Furthermore, stringent privacy regulations and the growing emphasis on consumer data security have contributed to the proliferation of audience analytics tools in North America, underscoring the importance of adhering to data security standards. The convergence of digital advancements and the explosion of online platforms have generated an unprecedented volume of consumer data, creating an urgent need for sophisticated audience analytics solutions specifically tailored to the sales and marketing segment, further propelling the market's growth in the region.

The surge in e-commerce activities and the resulting increase in user engagement on digital platforms have also played a significant role in boosting the adoption of audience analytics solutions in North America. This heightened digital interaction has led to a growing focus on extracting insights from audience engagement, further driving the demand for audience analytics across various industries in the region. In conclusion, North America's substantial share of the audience analytics market can be attributed to the region's technological prowess, the competitive landscape in various industries, stringent data security regulations, and the surge in digital engagement, all of which have collectively contributed to North America's prominence in the audience analytics market.

Market development:

In June 2022, Alfi, a SaaS advertising platform that leverages artificial intelligence for visual recognition, announced the launch of AI Audience Analytics. This groundbreaking tool aims to address the significant challenges of measuring digital out-of-home audience metrics and campaign effectiveness.
In April 2023, StatSocial enhanced its Silhouette platform by incorporating TikTok, enabling marketers and researchers to gather valuable self-declared audience insights. This expansion provides access to crucial information such as interests, preferred media channels, brand affinities, favourite influencers, and more.

Segmentation

By Component

Solution
Services

By Application

Competitive Analysis
Sales & Marketing Management
Customer Experience

By End User

IT & Telecommunication
Healthcare
Retail & E-Commerce
Automotive & Transportation
Media & Entertainment
Others

By Geography

North America
United States
Canada
Mexico
South America
Brazil
Argentina
Others
Europe
United Kingdom
Germany
France
Spain
Others
Middle East and Africa
Saudi Arabia
UAE
Israel
Others
Asia Pacific
Japan
China
India
South Korea
Indonesia
Thailand
Others

1. INTRODUCTION

1.1. Market Overview
1.2. Market Definition
1.3. Scope of the Study
1.4. Market Segmentation
1.5. Currency
1.6. Assumptions
1.7. Base, and Forecast Years Timeline

2. RESEARCH METHODOLOGY

2.1. Research Data
2.2. Research Processes

3. EXECUTIVE SUMMARY

3.1. Research Highlights

4. MARKET DYNAMICS

4.1. Market Drivers
4.2. Market Restraints
4.3. Porter's Five Force Analysis
- 4.3.1. Bargaining Power of Suppliers
- 4.3.2. Bargaining Power of Buyers
- 4.3.3. Threat of New Entrants
- 4.3.4. Threat of Substitutes
- 4.3.5. Competitive Rivalry in the Industry
4.4. Industry Value Chain Analysis

5. AUDIENCE ANALYTICS MARKET BY COMPONENT

5.1. Introduction
5.2. Solution
5.3. Services

6. AUDIENCE ANALYTICS MARKET BY APPLICATION

6.1. Introduction
6.2. Competitive Analysis
6.3. Sales & Marketing Management
6.4. Customer Experience

7. AUDIENCE ANALYTICS MARKET BY END-USER

7.1. Introduction
7.2. IT & Telecommunication
7.3. Healthcare
7.4. Retail & E-Commerce
7.5. Automotive & Transportation
7.6. Media & Entertainment
7.7. Others

8. AUDIENCE ANALYTICS MARKET BY GEOGRAPHY

8.1. Introduction
8.2. North America
- 8.2.1. United States
- 8.2.2. Canada
- 8.2.3. Mexico
8.3. South America
- 8.3.1. Brazil
- 8.3.2. Argentina
- 8.3.3. Others
8.4. Europe
- 8.4.1. United Kingdom
- 8.4.2. Germany
- 8.4.3. France
- 8.4.4. Spain
- 8.4.5. Others
8.5. The Middle East and Africa
- 8.5.1. Saudi Arabia
- 8.5.2. UAE
- 8.5.3. Israel
- 8.5.4. Others
8.6. Asia Pacific
- 8.6.1. Japan
- 8.6.2. China
- 8.6.3. India
- 8.6.4. South Korea
- 8.6.5. Indonesia
- 8.6.6. Thailand
- 8.6.7. Others