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Email: [email protected] MarketResearch.com SOCIAL MEDIA ANALYTICS MARKET By Components (Software, Services (Consulting, Integration, Support)), Data Sources (Facebook, YouTube, Twitter, LinkedIn, Google Plus, Others), Users (SMBs, Enterprises)
Market Forecasts and Analysis (2014-2019)
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Social Media Analytics Market
Market Forecasts and Analysis (2014-2019)
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INTRODUCTION
1.1 KEY TAKEAWAYS
• The adoption of social media analytics is expected to be the highest in Consumer Packaged Goods (CPG) or Fast Moving Consumer Goods (FMCG) vertical.
• In recent times, vendors are looking ahead to integrating social media analytics with text analytics. Social media monitoring vendors have begun to merge with text analytics vendors.
• Global social media analytics players are keen on entering emerging markets with product translations and upgrades, thereby gradually increasing the traction in regions such as Asia-Pacific (APAC), Latin America (LA), and Middle East and Africa (MEA).
• Social media analytics tools employ approaches and algorithms for programmed analysis of chats, blogs, e-mails, and other related social media.
• Social media analytics makes use of technologies such as semantic analysis, text analytics, sentiment analysis, and Natural Language Processing (NLP).
1.2 REPORT DESCRIPTION
Today, buyers and prospects are engaging in online discussions more frequently than ever before. This trend has escalated to the extent that purchase intent and decisions are now dependent upon the feedbacks they read on social media platform conversations. Social media is fast becoming a source of valuable data in the form of customer feedback through comments and prospects’ views on companies, their products and services, market trends, and breaking news.
Organizations can gain competitive advantage by employing social media analytics tools to discover, sort, sift through, and analyze the mountains of data present in these social media
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platforms. These tools will help them to obtain capabilities to recognize patterns in customer sentiment and measure their marketing and branding efficiencies. Amidst these potential benefits, there lie some drawbacks as well. Lack of a tangible Return on Investment (ROI) and its inherent complexity in use are two of the challenges faced during and after deploying social media analytics software and are widely mentioned by experienced users and analysts. This is where human intervention is required to interpret and analyze the data gathered. As a marketer, one can never rule out the inferences derived from offline discussions about their brands, products, and services. To get a complete picture, data from a mix of online and offline channels need to be analyzed.
The social media analytics market is fast gaining traction which is evident from the recent acquisition of EdgeRankChecker by Socialbakers, Dachis Group by Sprinklr, uberVU by HootSuite, Integrasco by Confirmit, and Kana by Verint, to name a few. Key players such as IBM, SAP, SAS, HP Autonomy, and Simply Measured offer social media analytics products and solutions for enterprises and Small and Medium Businesses (SMBs). There are players such as Attensity who with Collaborate.org have entered into a strategic partnership to develop customer intelligence on social media platforms.
This report analyzes global adoption trends, future growth potential, key drivers, restraints, opportunities, and best practices in the social media analytics market. It also examines growth potential, market sizes, and revenue forecasts across different regions as well as industry verticals.
1.3 MARKETS COVERED
This research report categorizes the social media analytics market for forecasting the revenues and analyzing the trends in each of the following submarkets:
On the basis of component:
• Software
• Services (consulting, integration, support)
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On the basis of data source:
• YouTube
• Google Plus
• Others (Pinterest, Tumblr, Flickr, VK, Instagram)
On the basis of user:
• Small and Medium Businesses (SMBs)
• Enterprises
On the basis of industry vertical:
• Automotive
• Banking, Financial Services, and Insurance (BFSI)
• Consumer Packaged Goods (CPG)/Fast Moving Consumer Goods (FMCG)
• Healthcare and pharmaceuticals
• Retail and hospitality
• Telecom and IT
• Others
On the basis of region:
• North America (NA)
• Europe
• Asia-Pacific (APAC)
• Middle East and Africa (MEA)
• Latin America (LA)
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1.4 STAKEHOLDERS
• Social media analytics providers
• Business analytics providers
• Internet marketing executives
• Social media monitoring tools providers
• Marketing analytics executives
• Web analytics executives
• Social media listening tools providers
• Text analytics providers
• Data analytics providers
• Brand health and customer satisfaction research personnel
• Consulting companies
• Investors
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FIGURE 1
STAKEHOLDERS: SOCIAL MEDIA ANALYTICS
Social Media Analytics Providers Social Media Monitoring Investors Tools Providers
Social Media Consulting Listening Companies Tools Providers Stakeholders
Brand Health Internet and Customer Marketing Satisfaction Executives Personnel
Marketing Text Analytics Analytics Providers Executives
Source: MarketsandMarkets Analysis
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1.5 RESEARCH METHODOLOGY
This research study is a result of thorough secondary and primary research, followed by various data triangulation methods and proprietary market estimation models.
FIGURE 2
RESEARCH METHODOLOGY: SOCIAL MEDIA ANALYTICS
• Value Chain • Key Players • End-User Applications Secondary • Market Classification Research • Annual Reports of Key Industry Players • Geographical Markets with their Market Shares • Market Trends • Technological Developments
• Numbers Validation • Competitive Landscape Validation Primary • Market Dynamics Validation Research
• Top-Down Approach • Bottom-Up Approach • Data Triangulation Market • Qualitative & Quantitative Analysis Crackdown • Market Segmentation • Market Estimates • Market Forecasts
Source: MarketsandMarkets Analysis
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1.5.1 KEY DATA FROM PRIMARY & SECONDARY SOURCES
We have used various secondary research sources such as directories, articles, blogs, whitepapers, and paid databases, such as Factiva, to identify and collect information for extensive technical and commercial study of the social media analytics market.
Key vendors in the social media analytics market ecosystem were identified and studied individually to understand the business models, pricing models, and their respective customer bases. This data was collated and further scrutinized based on individual revenues and contributions from various regions and verticals. Each company was further studied to understand its respective product offerings and features.
The primary research for this report comprised research interviews conducted with senior executives and/or managers of various social media analytics vendors. The survey and interviews were not just confined to tier-1 players, but also included start-ups and prominent regional players to understand regional focus and adoption trends, apart from a generic global analysis.
Respondents were led through a questionnaire to gather quantitative and qualitative inputs on their operations, performance, strategies, revenues, and views on the overall market, including key developments and adoption trends. Collated analysis and insights were shared, discussed, and validated by market players to ensure accuracy and authenticity.
1.5.2 DATA TRIANGULATION & MARKET FORECASTING
Data from interviews was further consolidated, checked for consistency and accuracy, and then collated into the MarketsandMarkets data model to arrive at the market numbers following both bottom-up and top-down approaches.
Bottom-Up: Individual company revenues and insights from discussions were considered for sizing the market. This was further triangulated, based on type of companies, their individual offerings, and revenue percentage specific to the social media analytics market.
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Top-Down: Upon estimation and validation of the main market size, further segmentation was done based on consolidated inputs from key players, with respect to regional adoption trends, pervasiveness across different verticals, type of end users, and corresponding pricing models.
FIGURE 3
DATA TRIANGULATION: SOCIAL MEDIA ANALYTICS
Global Social Media Analytics Market
Percentage Split of Market Segments Arrival at Overall Market
Markets by Component, Data-Source, User, Industry Vertical & Region
Share of Company's Revenue in Percentage Split of Overall Market Sub Segments
Sub Segments
Company wise Revenue
Source: MarketsandMarkets Analysis
1.6 ASSUMPTIONS
There are certain assumptions made by MarketsandMarkets for the market research and judgment on the global social media analytics market. These assumptions are given below:
• The social media analytics market is assumed to be the sum of market size of various components, namely software and services, which include consulting, integration, and support.
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• The social media sites including Facebook, YouTube, Twitter, LinkedIn, Google+, Tumblr, Pinterest, Instagram, Flickr, VK (V Kontakte), among others would continue to exist till the end of 2019.
• The dollar fluctuations will not be serious enough to affect the forecasts to a significant extent.
• The global economic climate will be favorable till the end of 2019.
• A stable and moderate government spending pattern is assumed during the forecast period.
• The revenue and financial information mentioned on the company’s website or its annual report is true.
• Some market sizes may not add up to total as they have been rounded up.
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2 EXECUTIVE SUMMARY
The benefits for businesses from social media analytics are so apparent and undeniable that not considering the significance of social media monitoring and intelligence can prove to be fatal for brands. Digital or online engagement and social listening can impact the perception of customers and consequently affect developing a long-term relationship with them. Social media has the potential to develop a good image of brands as well as to bring serious damage to their image if brands do not meet the expectations of the customers.
Social media analytics facilitates in-depth customer understanding that empowers brands to bond, relate, and cultivate relationships with consumers in significant and genuine ways which can differentiate them from their competitors. This allows the brands to focus on the most profitable activities for the present and the future. Also, social media analytics takes businesses forward to a deeper understanding of the financial and operational impact of all the marketing initiatives undertaken. This in turn leads to the promotion of suitable customer- centric marketing and branding decisions and offers high answerability.
Sharing the insights obtained from social media data powered by social media analytics enables better customer-centric decisions across the complete business, and in turn increases the impact in other divisions such as Research and Development (R&D), sales, operations, customer service, and even IT.
Another important aspect of social media analytics is to filter social networking data to separate out the noise or the clutter or the irrelevant from the useful data which is initiated by prioritizing marketing or business goals followed by sifting through, aligning, and extracting valuable insights.
To reach and retain the maximum number of customers, brands should adopt a holistic approach wherein offline (call logs, transactions, customer service notes) as well as online or social media customer data are considered for analysis to obtain a cohesive, synthesized view of customer engagement. North America is expected to have the largest market share in the social media analytics market followed by Europe, owing to technological advancement in these regions. Companies
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such as HootSuite are currently driving the market with product translations and team expansions to reinforce their foothold in the APAC region.
2.1 OVERALL MARKET SIZE
The table given below highlights the global social media analytics market size. This market is expected to grow from $XX million in 2014 to $XXmillion by 2019, at a Compound Annual Growth Rate (CAGR) of XX% during the forecast period 2014–2019.
TABLE 1
SOCIAL MEDIA ANALYTICS MARKET SIZE AND GROWTH RATE, 2014–2019 ($MILLION, Y-O-Y %)
CAGR Particulars 2014 2015 2016 2017 2018 2019 (2014–2019)
Market Size XX XX XX XX XX XX XX
Y-o-Y XX XX XX XX XX XX XX
Source: MarketsandMarkets Analysis
The figure given below highlights the market size and Year-on-Year (Y-O-Y) growth rate of the global social media analytics market during the forecast period 2014–2019.
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FIGURE 4
SOCIAL MEDIA ANALYTICS MARKET SIZE AND GROWTH RATE, 2014–2019 ($MILLION, Y-O-Y %)
Source: MarketsandMarkets Analysis
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