Customer Journey Analytics Market Size & Share, by Component (Solutions, Services); Organization Size (Large Enterprises, Small and Medium-sized Enterprises); Deployment Mode (On-premises, Cloud); Application (Customer Experience Management, Customer Behavioral Analysis, Customer Churn & Retention Management, Brand Management, Campaign Management); End User (BFSI, Government, Healthcare, E-Commerce, Manufacturing) - Global Supply & Demand Analysis & Growth Forecasts, Statistics Report 2024-2036

  • Report ID: 5664
  • Published Date: May 02, 2024
  • Report Format: PDF, PPT

Global Market Size, Forecast, and Trend Highlights Over 2024-2036

Customer Journey Analytics Market size is anticipated to reach USD 40 billion by the end of 2036, growing at a CAGR of 8% during the forecast period, i.e., 2024-2036. In the year 2023, the industry size of customer journey analytics was over USD 21 billion. One notable growth factor propelling the market forward is the growing attention to personalized customer experiences.

As consumers are becoming more selective and digitally empowered, businesses observed the crucial role of customizing interactions to individual preferences and requirements. Personalized customer experiences promote deeper engagement by addressing the particular preferences and behaviors of individual customers. Businesses that influence customer journey analytics gain valuable insights into customer touchpoints, making them create targeted and relevant interactions throughout the entire customer journey.

Understanding and forecasting customer needs through personalized experiences contribute to increased satisfaction levels. According to a recent study conducted by Accenture, around 91% of consumers are more likely to shop with brands that recognize and provide relevant offers and recommendations to their customers. This focuses on the importance of personalized interactions in constructing customer loyalty for a longer period.

Customer journey analytics involves tracking and analyzing the interactions and touchpoints that customers have with a business across several platforms and channels. This analysis helps businesses to understand and enhance the customer experience to satisfy the customer and improve overall business performance.

Customer Journey Analytics Market
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Customer Journey Analytics Sector: Growth Drivers and Challenges

Growth Drivers

  • Integration of artificial intelligence (AI) and machine learning (ML) - Integration of advanced technologies in customer journey analytics is a crucial growth driver that revolutionizes the depth and accuracy of insights derived from customer data. AI and ML algorithms analyze huge datasets by identifying their patterns and predicting future customer behaviors.

    This allows businesses to proactively address customer requirements and preferences, contributing to a more ideal and personalized customer journey. According to a study, companies using AI in customer service have experienced a 33% increase in customer satisfaction rates.
  • Attention on omnichannel customer experiences - The increasing focus on omnichannel customer experiences is a key growth driver in the customer journey analytics market. With consumer involvement across several channels, including online, offline, mobile, and social media, businesses are forced to create a flawless and consistent experience across all touchpoints. Customer journey analytics simplify the tracking and analysis of these diverse interactions which allows businesses to enhance their strategies for customer satisfactory experience.
  • Growth of real-time analytics - The demand for real-time analytics is influencing the market. Real-time insights allow businesses to respond quickly to customer behaviors and market dynamics. After analyzing the generated data, companies can make fast adjustments to create marketing strategies, customer interactions, and operational processes, promoting agility and responsiveness.

    The growing focus on customer data privacy and regulatory compliance is an analytical growth driver in the customer journey analytics market. With the execution of strict data protection laws such as GDPR, businesses are compelled to ensure the responsible and ethical use of customer data.


  • Data silos and fragmentation - Data is often dispersed across various systems, departments, and channels, leading to silos and fragmentation. Inconsistent or incomplete data can hinder a holistic understanding of the customer journey. Inaccuracies in customer insights and an incomplete view of the customer journey can result in misguided strategies and decision-making.

    With increasing awareness and regulations around data privacy (e.g., GDPR), businesses must navigate the delicate balance between leveraging customer data for insights and respecting privacy rights. Failure to address privacy concerns can lead to legal repercussions, erode customer trust, and hinder the adoption of customer journey analytics solutions market.
  • Integration Complexity
  • Real-Time Analytics Demands

Customer Journey Analytics Market: Key Insights

Base Year


Forecast Year




Base Year Market Size (2023)

USD 21 Billion

Forecast Year Market Size (2036)

USD 40 Billion

Regional Scope

  • North America (U.S., and Canada)
  • Latin America (Mexico, Argentina, Rest of Latin America)
  • Asia-Pacific (Japan, China, India, Indonesia, Malaysia, Australia, Rest of Asia-Pacific)
  • Europe (U.K., Germany, France, Italy, Spain, Russia, NORDIC, Rest of Europe)
  • Middle East and Africa (Israel, GCC North Africa, South Africa, Rest of Middle East and Africa)
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Customer Journey Analytics Segmentation

Deployment Mode (On-premises, Cloud)

The cloud segment is estimated to gain the largest market share of 63% in the year 2036. Adaptability and flexibility are the major growth factors driving the segment's growth. Cloud services offer businesses the potential to scale up their resources based on the requirements of the market. This scalability makes sure that the companies can efficiently manage differential workloads and adapt to changing business requirements without the need for considerable upfront investments in infrastructure.

The pursuit of cost-efficiency and optimization of resources is a key driver for cloud adoption. Cloud services allow businesses to pay for only the resources they use by reducing the need for large upfront capital expenditures. Additionally, the potential to optimize resource allocation in real-time ensures efficient use of computing power and other resources. According to a report by McKinsey, companies that have completely shifted to the cloud can achieve up to a 30% decrement in IT operational costs. As a result, the market will expand in this segment.

End User (BFSI, Government, Healthcare, e-Commerce, Manufacturing)

The BFSI segment in the customer journey analytics market is expected to garner a significant share in the year 2036.  Increased focus on cybersecurity is the growth driving factor for the segment's growth in the market. With the increasing rate and sophistication of cyber threats, financial institutions are investing heavily in cybersecurity measures to safeguard sensitive customer data and maintain the trust of their clients.

Moreover, the shift towards digital banking and online transactions additionally intensifies the importance of robust cybersecurity in the BFSI sector. The sector is experiencing notable growth driven by a growing demand for personalized customer experiences. With the latest technological advancements in data analytics and artificial intelligence, financial institutions can analyze customer preferences, behaviors, and needs.

Offering personalized services, such as tailored financial advice and customized product recommendations, enhance customer satisfaction and loyalty. Strict regulatory requirements and the need for effective risk management are prominent growth drivers in the BFSI sector. Financial institutions should strictly follow various regulations to ensure compliance and minimize financial risks.

Our in-depth analysis of the customer journey analytics market includes the following segments:


  • Services
  • Solutions


          End User

  • Hospitals
  • Clinics
  • Home Healthcare

          Organization Size

  • Large Enterprises
  • Small and Medium-sized Enterprises

          Deployment Mode

  • On-premises
  • Cloud


  • Customer Experience Management
  • Customer Behavioral Analysis
  • Customer Churn and Retention Management
  • Brand Management
  • Campaign Management

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Customer Journey Analytics Industry - Regional Synopsis

APAC Market Forecast

The customer journey analytics market in the Asia Pacific region is projected to hold the largest market share of 34% by the end of 2036. The region is experiencing remarkable growth in e-commerce activities, with an increasing number of consumers accepting and exploring online shopping. As customers interact with businesses at different digital touchpoints, the need for customer journey analytics becomes of greatest importance.

Examining the e-commerce customer journey helps businesses understand the behavior pattern of users, their preferences, and pain points which makes them enhance the online shopping experience. A recently published report highlighted that e-commerce sales in the Asia Pacific region reached around USD 3 trillion in 2020, displaying a huge scale of online transactions.

The region has embraced a mobile-first consumer landscape, with a notable portion of the population depending on smartphones for performing several activities. Mobile interactions create a diverse and dynamic customer journey, making it compulsory for analytics to understand and enhance these experiences. Customer journey analytics helps businesses adapt to the specific challenges and opportunities that are presented by the increasing frequency of mobile devices. Considering all these aspects, the market will expand in the upcoming years.

North American Market Statistics

The customer journey analytics market in the North America region is projected to hold the second-largest share of 25% during the forecast period. The growing frequency of mobile-first consumer behavior, availability of advanced analytics tools, large data processing capability, and cloud computing are prominent growth drivers in the region. With a considerable portion of the population that is dependent on smartphones for various activities, businesses need to understand the requirements of the customer and optimize the mobile customer journey.

Customer journey analytics plays a crucial role in decoding user interactions on mobile devices. The commercialization of AI and ML technology has resulted in increased customer data and the requirements for further advancements to take the maximum benefit are expected to drive market growth in the region. As per a recent report, around 70% of Americans prefer to shop online. In 2022, around 268 million digital buyers were there in the United States, and by 2025, this number is expected to reach 285 million.

Research Nester
Customer Journey Analytics Market Size
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Companies Dominating the Customer Journey Analytics Landscape

    • Adobe Systems Incorporated
      • Company Overview
      • Business Strategy
      • Key Product Offerings
      • Financial Performance
      • Key Performance Indicators
      • Risk Analysis
      • Recent Development
      • Regional Presence
      • SWOT Analysis
    • Salesforce, Inc.
    • IBM Corporation
    • Oracle Corporation
    • SAP SE
    • Nice Systems Ltd.
    • Verint Systems Inc.
    • Cisco Systems, Inc.
    • SAS Institute Inc.

    Google LLC

In the News

  • Adobe Systems Incorporated has released a new model to expand 3D Design Applications with new updates and features for its Substance 3D suite, broadening its appeal to 3D designers and creators. Improved detailing and surfacing modeling tools that allow to addition of details to 3D models, as well as additional options to refine the topology of geometry for a more polished and ready-to-use result. 
  • Oracle Corporation announced new artificial intelligence (AI) capabilities within Oracle Fusion Cloud Customer Experience (CX) to help marketers, sellers, and service agents increase deal cycles. The new AI capabilities will help various organizations generate more sales faster by automating time-consuming tasks and making front office professionals more precisely target, engage, and serve buyers.

Author Credits:  Abhishek Verma, Hetal Singh

  • Report ID: 5664
  • Published Date: May 02, 2024
  • Report Format: PDF, PPT

Frequently Asked Questions (FAQ)

Understanding and forecasting customer needs through personalized experiences and growing attention to personalized customer experiences are the major factors driving the growth of the customer journey analytics market.

The market size of customer journey analytics is anticipated to attain a CAGR of 8% over the forecast period, i.e., 2024-2036.

The major players in the market are Adobe Systems Incorporated, Salesforce, Inc., IBM Corporation, Oracle Corporation, SAP SE, Nice Systems Ltd., Verint Systems Inc., Cisco Systems, Inc., SAS Institute Inc., Google LLC, and others.

The cloud segment is anticipated to garner the largest market size by the end of 2036 and display significant growth opportunities.

The market in the Asia Pacific region is projected to hold the largest market share by the end of 2036 and provide more business opportunities in the future.
Customer Journey Analytics Market Report Scope

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