Go to Market Big Data & Analytics Research

Marketing Analytics Spending Forecast

Marketing analytics spending dips, but expected to accelerate over next three years


Source: CMOSurvey

Top Use Cases of AI in Marketing, By Segment


Source: CMOSurvey

Marketing Analytics Adoption Rates

Companies use of marketing analytics reaches highest point in 6 years


Source: CMOSurvey

Global Corporate Data Growth

Growing analytics applications driving the use of augmented intelligence

IoT applications are increasingly driven by both decreasing storage costs and volumes of big data—coupled with growth in advanced analytics tools, proprietary as well as open-source, such as the R package.

Applications of augmented intelligence are not just for analyzing past business performance but also making predictions about customer demand, supply chain optimization, machine performance, etc.


Chief Analytics Officer (CAA) Persona


The early 2000s saw a massive increase in data generation, thanks in large part to broadband and the rise of Internet-based businesses and social-media platforms.

Better data capture and analytics technologies emerged in response, raising the bar for success.

Data evangelists who could seed data and analytics usage a bit more broadly—even if unevenly—throughout their organizations were heralded for their achievements.

Digital natives became increasingly successful, upping the intensity of competition.

The number of data-generating smartphones surpassed the number of humans on the planet, making data-hungry machine learning techniques even more commercially viable.

Organizations needed a more aggressive CAO to embed analytics more consistently across the organization.

While good at achieving this goal, the aggressive CAO’s strong push, against what was often significant organizational resistance, left many organizations soured, requiring a new CAO persona to facilitate further change.

Source: McKinsey

Deloitte – CMO Marketing Benchmarks – Marketing Analytics Spending


Source: Deloitte

Deloitte – CMO Marketing Benchmarks – Percent of Marketing Budget Spent on Marketing Analytics 


Source: Deloitte

North America Behavior Analytics Market 

The North America Behavior Analytics Market size in 2016 was estimated to be over $100M and is anticipated to grow at a CAGR of about 45% (2017-2024)

North America behavior analytics market is driven by the increasing risks of insider attacks among the organizations.

Over the past five years, the risk of insider attacks has increased significantly. Organizations are being more vulnerable to insider attacks.

Approximately 55% of the attacks in the U.S. are carried out by the insiders due to the excessive access privilege and increasing number of device access to the sensitive data. This is encouraging organizations to shift their focus to the insider attacks. Moreover, the growing demand for the real-time security analytics solutions among the organizations to detect the malicious activities is also driving the market.

However, the low adoption among the SMBs and the lack of awareness about the advanced cyber security and insider attacks among the C-level executives are the major constraints in the growth of the market. Furthermore, the limited security budget allocation by the organizations also hinders the market growth.

The BFSI sector is estimated to account for more than 20% share in the North America behavior analytics market in 2016. The growth of the market is attributed to the high risk of the insider and cyber-attacks among the banks, insurance, and other financial institutes. The financial institutes are more data-intensive and holds huge chunks of ATMs and credit card processing data and any case of data breach leads to massive financial losses. Therefore, financial institutes are adopting advanced security solutions to address the potential risk of insider attacks.


Source: Graphical Research

IDG CIO Tech Priorities – New Data Analytics Have the Edge


Source: IDG CIO Tech Priorities

Go to Market Big Data & Analytics – Mary Meeker’s Annual Internet Trends Report 2017

Go to Market Big Data & Analytics Strategy Predictions From Gartner

  • Gartner predicts that by 2018, 75% of technology-oriented business intelligence competency centers will have evolved into strategy-oriented analytics centers of excellence to focus on information value generation.
  • Gartner predicts that by 2019, 75% of analytics solutions will incorporate 10 or more exogenous data sources from second-party partners or third-party providers.
  • Gartner predicts that by 2020, only 50% of chief analytics officers will have successfully created a narrative that links financial objectives to business intelligence and analytics initiatives and investments.
  • Gartner predicts that by 2020, predictive and prescriptive analytics will attract 40% of enterprises’ net-new investment in business intelligence and analytics.
  • Gartner predicts that through 2020, over 95% of business leaders will continue to make decisions using intuition, instead of probability distributions, and will significantly underestimate risks as a result.

Source: MemSQL

Go to Market Big Data & Analytics Landscape


VC investment in Big Data accelerated quickly at the beginning of the year with DataDog receiving $94M, BloomReach $56M, Qubole $30M and PlaceIQ $25M.

Big Data startups received $6.64B in VC investment in 2015, 11% of total tech investments by VCs.

Source: Matt Turck

Go to Market Big Data & Analytics Predictions From Gartner

  • Gartner predicts that by 2018, algorithm marketplaces will be combined with PaaS to boost advanced analytics and enable secure sharing and monetization of raw data.
  • Gartner predicts that by 2018, single-node analytics with Spark will predominate over multi-node Hadoop-based architectures.
  • Gartner predicts that through 2018, a minority of organizations will have a rigorous approach to demonstrating the trustworthiness of their analytics algorithms.
  • Gartner predicts that by 2018, decision optimization will no longer be a niche discipline; it will become a best practice in leading organizations to address a wide range of complex business decisions.
  • Gartner predicts that by 2018, over half of large organizations globally will compete using advanced analytics and proprietary algorithms, causing the disruption of entire industries.

Source: MemSQL

Go to Market Big Data & Analytics Research -Drivers of Data & Analytics Investments

55% of respondents stated that improving customer relationships and 53% communicated making the business more data-focused are the top two business goals or objectives driving investments in data-driven initiatives today.

78% of enterprises agree that collection and analysis of Big Data have the potential to change fundamentally the way they do business over the next 1 to 3 years.

Drivers of Data & Analytics Investments

Source: IDG Enterprise 2016 Data & Analytics Research

Go to Market Big Data & Analytics Research – Involvement in Big Data & Analytics

o to Market Cloud Computing Research - Big Data & Analytics Projects

6M Developers (29% of All Developers Globally) Are Involved in Big Data & Advanced Analytics Projects Today

  • An additional 25% of developers, or 5.3M, are going to begin big data & advanced analytics projects within the next six months
  • 13% or 2.6M of all developers globally are going to start big data and advanced analytics projects within the next 7 to 12 months

Source: Evans Data Corporation

Go to Market Big Data & Analytics Research – Adoption of Big Data

Early adopters of big data are the U.S. and International Operations (29%) and Enterprises (27%).

Mid-market firms have the fastest growth rate of Big Data initiatives and programs in their organizations.

Go to Market Big Data & Analytics Research - Adoption of Big Data

Source: International Institute For Analytics. Advanced Analytics and Big Data Adoption Report, 2016.(free, opt-in reqd.)

Go to Market Big Data & Analytics Research – IDG Enterprise Research – Data & Analytics

Companies continue to consider and adopt big data technology, according to IDGs Big Data & Analytics Research.  In fact, 75% of enterprise organizations have deployed or plan to deploy big data projects.

Key Takeaways from IDGs Big Data & Analytics Research Include:

  • There has been little change in data-driven initiatives from last year, as 26% of companies have already implemented projects and 43% of companies are planning their implementations.
  • An Image Depicting Go to Market Big Data & Analytics Research - IDG Big Data & AnalyticsThe benefits expected to be derived from data and analytics initiatives include improving customer relationships, making business more data focused, and changing ways operations are organized.
  • Organizations expect their data-driven initiative budget to increase in the next 12-18 months from 36% in 2015 to 44% in 2016
  • Large enterprises invest significantly more in data-driven initiatives than SMBs.  But SMB investment jumped from $1.6M in 2015 to $4.3M in 2016.
  • The role of IT architect is playing a role (one of the top three) in IT purchase decisions when it comes to IT purchase decisions involving data.
  • Managing unstructured data continues to be a growing challenge for organizations.  In 2015, 31% in 2015 noted this as a key issue and it is now voiced by 45% of respondents in 2016.
  • Security continues to be a mixed bag as some organizations are taking additional steps to secure data output, while other organizations are content with their existing security for data input.

Go to Market Big Data & Analytics Research – Global Big Data & Business Analytics Revenues Forecast to Reach $187B in 2019, IDC

According to IDCs Big Data & Business Analytics Revenues Forecast, revenues for big data and business analytics will grow from nearly $122B in 2015 to over $187B in 2019.  That represents an increase of more than 50% over the five-year forecast period.

IDC expects the services-related opportunity to account for more than 50% of all big data and business analytics revenue – IT Services is expected to generate over 3X the annual revenues of Business Services. Software is predicted to be the 2nd largest category, generating more than $55B in revenues in 2019. Almost 50% of these revenues will come from purchases of End-User Query, Reporting, and Analysis Tools and Data Warehouse Management Tools while hardware spending should grow to nearly $28B in 2019.

Go to Market Big Data & Analytics Research – Industries

The industries that present the largest revenue opportunities are:

  • Discrete Manufacturing, $22.8B in 2019
  • Banking $22.1B
  • Process Manufacturing $16.4B

Federal/Central Government, Professional Services, Telecommunications, and Retail – are expected to generate revenues of more than $10B

The vertical industries expected to have the fastest revenue growth will be Utilities, Resource Industries, Healthcare, and Banking.

Go to Market Big Data & Analytics Research – Enterprises

Large and very large enterprises (greater than 500 employees) will be the primary driver of the big data and business analytics opportunity and our expected to generate revenues greater than $140B in 2019. SMBs should provide a significant contribution with nearly 25% of the global revenues coming from organizations with less than 500 employees.

B2B Big Data & Analytics Research – Geographies

Over half of the revenue for big data and business analytics is forecast to come from the US.  IDC estimates that the US market for big data and business analytics solutions will near $100B followed by Western Europe and then Asia/Pacific (excluding Japan) and Latin America. Latin America and the Middle East & Africa are expected to have the fastest growth over the 5 year forecast period.

Go to Market Big Data & Analytics Research – Wikibon Forecasts Big Data Market at $92B by 2026

The global big data market will grow 5X from just over $18B in 2014 over $92B by 2026 (14% CAGR), according to Wikibon’s Worldwide Big Data & Analytics Market Forecast.

Big Data & Analytics Research – Growth Highlights

  • Hadoop platform revenues
  • Rapid adoption of Apache Spark and other streaming technologies
  • Large enterprises focusing on becoming more data-driven
  • Emergence of new, Web-based, cloud-native startups like AirBnB Inc., Netflix Inc. and Uber Technologies Inc.

Go to Market Big Data & Analytics Research - Wikibon Forecasts Big Data MarketBig Data & Analytics Research – Software Market to Explode

Wikibon’s definition of the global big data market revenues consists of:

  • Professional services – 40% of revenue in 2015
  • Hardware – 31% of revenue in 2015
  • Software – 29% of revenue in 2015

Big Data & Analytics Research – Wikibon’s 2026 Big Data Market Prediction

  • Software – 46% of revenue in 2026, 20% CAGR
  • Professional services – 29% of revenue in 2026
  • Hardware – 25% of revenue in 2026

The Big Data Software segment is expected to grow at a 20% CAGR between 2014 – 2026

Within the software segment, growth is expected in all four sub-segments of big data software through 2026

  • Data management – 14% CAGR
  • Core technologies such as Hadoop, Spark and streaming analytics – 24% CAGR
  • Databases – 18% CAGR
  • Big data applications, analytics and tools – 23% CAGR

The Big Data Hardware segment is expected to grow at a 12% CAGR through 2026

The Big Data Services segment is expected to grow at a 11% CAGR through 2026

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