Global Clickstream Analytics Market 2017-2021

Overview of the global clickstream analytics market

Research analysis on the global clickstream analytics market identifies that benefits such as the availability of detailed customer segmentation will be one of the major factors that will have a positive impact on the growth of the market. A detailed segmentation of the customers will help businesses customize their offerings according to the services and advertisements that a customer prefers. This will provide a better quality of user interaction, will increase conversion rates, and lead to high customer loyalty. Clickstream analytics will provide the necessary data, which, when used on mapping or predictive models, allows for detailed customer segmentation. Technavio’s market research analysts predict that this market will grow at a CAGR of almost 14% by 2021.

In terms of geography, Americas accounted for the major shares of the clickstream analytics market during 2016. The growth in the penetration of the Internet is major factor driving the clickstream analytics market growth in this region. The access to large amounts of data gives businesses a higher chance of monetizing their advertisements with clickstream data. The demand of clickstream analytics will continue to increase in the region with the rise in accuracy of the data and rise in user registrations.

Competitive landscape and key vendors

This market appears to be highly fragmented, owing to the presence of numerous vendors. According to the clickstream analytics market outlook, the increasing adoption of clickstream analytics will increase the number of vendors who enter the market, which in turn, will intensify the level of competition among the players. Though the competition is intense among the players in the developed markets such as North America and Europe, the rising adoption of clickstream analytics in the emerging markets will strengthen the competitive environment among the players in these regions as well.

The leading vendors in the market are -

• Google
• IBM
• Microsoft
• Oracle

The other prominent vendors in the market are Adobe Systems, AT INTERNET, SAP, Splunk, Talend, Verto Analytics, Vlocity, and webtrends.

Segmentation by data type and analysis of the clickstream analytics market

• Master
• Transaction

Master data is mainly essential in e-commerce platforms since it provides vendors with information on the kind of customers who refer the website or customer segments that are interested in buying certain products. During 2016, the master data segment accounted for major shares of the clickstream analytics market. It has been expected that the clickstream analytics market size & share will grow in the forthcoming years. 

Segmentation by source and analysis of the clickstream analytics market

• Host server
• Third- party agreements
• Network topology
• Tracking host computer

Based on the clickstream analytics market forecast, the host server segment accounted for major share of this market during 2016. When a user requests a web page, the server records information such as the user’s IP address, history of URLs visited, and the type of browser in the server log. Organizations are entering into partnerships with companies that provide products to analyze these logs. They are also partnering with companies that provide consulting services to process clickstream data and aggregate them with e-mail data or online sales data to have a comprehensive view of their clients.

Key questions answered in the report include

• What will the market size and the growth rate be in 2021?
• What are the key factors driving the global clickstream analytics market?
• What are the key market trends impacting the growth of the global clickstream analytics market?
• What are the challenges to market growth?
• Who are the key vendors in the global clickstream analytics market?
• What are the market opportunities and threats faced by the vendors in the global clickstream analytics market?
• Trending factors influencing the market shares of the Americas, APAC, and EMEA.
• What are the key outcomes of the five forces analysis of the global clickstream analytics market? 

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