With e-commerce’s share of the total retail market rapidly growing and more digital channels opening for customers, being able to harness the data of online shoppers is becoming increasingly lucrative for retailers. It also means the reasons for gathering and analyzing customer data, and the ways in which this is done, are becoming more diverse. What has emerged over the last decade is, therefore, a complex set of analytical methods and use cases requiring an intricate ecosystem of tools, platforms, and software. Technical developments, such as machine learning and cloud-based architectures, have also shaped the way in which customer data is used and analyzed, enabling retailers to become increasingly data-driven and effective at targeting individuals, driving conversions, and providing positive customer experiences.
This report will highlight use cases, drivers, inhibitors, market trends, and the companies at the forefront of customer analytics innovation. In addition, a global forecast is given for the total addressable market for e-commerce analytics software, breaking this down into its various constituent service categories: e-commerce platforms, personalization, analytics and Business Intelligence (BI), Conversion Rate Optimization (CRO), and email and marketing platforms.