The trend is global when it comes to rapid adoption of mobile applications and a subsequent growth of mobile advertising.
Alongside this momentum, we also have the proliferation of channels and
technologies fueling henceforth, the need and the opportunity to derive actionable
data for targeted campaigns, especially for customer retention and churn
management, for real-time
targeting and personalization.
According to Research and
Markets, the online web and mobile analytics market demonstrated steady growth
in 2015 due to the need for real-time targeting and personalization.
In North America and Asie-Pacific (APAC), the excitements around analytics focuses on actionable insights
that help inter alia: publishers and advertisers determine their target
audience accurately for more personalized and contextual messaging.
Challenges including: privacy
concerns and shortage of skills and analytics experts continue to flat the market
specifically in Europe, where the new data privacy regulations bring uncertainty
to the future of Web and mobile analytics vendors that fall under the European
Union (EU) or serve customers in the EU.
Adobe, Google, IBM and Oracle are among the key
players of this market.