Clickstream Analytics Market

Clickstream Analytics Market

Clickstream Analytics Market Forecasts to 2028 – Global Analysis By Type (Services, Software), Application (Traffic Analysis, Customer Data Analysis), End User, and By Geography

4.9 (44 reviews)
4.9 (44 reviews)
Published: 2022 ID: SMRC21606

This report covers the impact of COVID-19 on this global market

Years Covered


Estimated Year Value (2021)

US $1347.97 MN

Projected Year Value (2028)

US $4243.24 MN

CAGR (2021 - 2028)


Regions Covered

North America, Europe, Asia Pacific, South America, and Middle East & Africa

Countries Covered

US, Canada, Mexico, Germany, UK, Italy, France, Spain, Japan, China, India, Australia, New Zealand, South Korea, Rest of Asia Pacific, South America, Argentina, Brazil, Chile, Middle East & Africa, Saudi Arabia, UAE, Qatar, and South Africa

Largest Market

North America

Fastest Growing Market

Asia Pacific

According to Stratistics MRC, the Global Clickstream Analytics Market is accounted for $1347.97 million in 2021 and is expected to reach $4243.24 million by 2028 growing at a CAGR of 17.8% during the forecast period. Clickstream analytics refers to the method of collecting, analyzing, and providing visualized results of aggregated client action over the web. Clickstream analytics can refine information by processing, cleaning, and changing the raw data into a convenient structure that makes analysis of information simple and more precise. 

Market Dynamics:


Rising adoption from retail and eCommerce organizations

e-Commerce is set for global domination regarding online retailing. The advent of analytics in e-commerce trading is changing online retailing and is creating dominance for e-commerce organizations. With the increase in consumer preferences toward e-commerce or virtual shopping experiences, the adoption of clickstream analytics is likely to rise significantly. As clickstream analysis helps an online retailer to further develop conversion rates through personalization and upgrade marketing campaigns, the growth of the market is likely to grow at a significant rate.


Concerns regarding data security

The sensitive issue of data privacy and security are faced by many organizations. With the implementation of GDPR, consumer and enterprise data privacy issues have been put to the forefront. Security concerns are cropping up as organizations feed more consumer and vendor information into advanced, AI-fuelled algorithms to create new bits of sensitive data, unbeknownst to affected consumers and employees. This is prevalent in the few sectors, where enterprise data could lead to trade secrets being revealed. These data privacy concerns will restrain the market growth.


Technological advancements

Development in advancements of digitalization in the emerging countries of Asia Pacific is expected to be the motivators of the market for clickstream analytics. Developing tendencies of Big Data technology and Improvements in internet-centered amenities are likely to motivate the development of the market for clickstream analytics. Growing infiltration of smartphones along with increased several digital touchpoints is multiplying improvement of clickstream analytics due to its capability to regulate the usage of the website.


 Integration complexity of vast volumes of data from multiple touchpoints

Expansion in data-driven organizations and rapid adoption of big data are frequently overwhelming with the collection of a high volume of information. Analyzing data from various sources and touchpoints prompts inadequate or inaccurate analysis, especially in time limitations, and needs further scrutiny.  Extracting value from information has turned into a vital necessity for organizations to effectively mitigate risks, target valuable customers, and evaluate business performance. Furthermore, monetizing these data assets needs the availability of a sufficient amount of data. However, data consolidation from distinct data sources into meaningful information can incite various challenges for organizations, especially centralized business enterprises.

The basket analysis and personalization segment is expected to be the largest during the forecast period

The basket analysis and personalization segment is estimated to have a lucrative growth owing to the rise and development of eCommerce propelling rapid development in clickstream data volumes. Customers have extensive access to the internet, and with expansion in the purchasing power of customers, the demand for basket analysis and personalization is rapidly gaining traction.

The travel and hospitality segment is expected to have the highest CAGR during the forecast period

The travel and hospitality segment is anticipated to witness the fastest CAGR growth during the forecast period as clickstream analytics can prove to be an effective tool for travel and hospitality organizations by allowing them to measure the performance of their online marketing campaigns; track their current clients and target potential clients on various social media platforms, and successfully improve the content and user interface of their websites to provide an enhanced customer experience. Further, by combining the customer data captured as clickstream data with the CRM processes and ERP, organizations in these industries can upgrade their marketing efforts, and business operations, provide innovative services to their customers and build on their customer experiences.

Region with highest share:

North America is projected to hold the largest market share during the forecast period due to the continuous inclination toward the adoption of emerging technologies. The high focus on innovations in research and development, across organizations in various industries, is complementing the industry growth. Furthermore, the presence of several players in the region offering services is further supplementing the industry growth in the region.

Region with highest CAGR:

Asia Pacific is projected to have the highest CAGR over the forecast period owing to the increasing adoption of eCommerce and smart technologies, and various government initiatives, such as smart cities across the APAC countries, including China and India. Inventiveness taken by the government to develop smart cities is expected to take an optimistic influence on the development of clickstream analytics within the Asia Pacific.

Key players in the market

Some of the key players profiled in the Clickstream Analytics Market include Webtrends, AT Internet, Verto Analytics, Talend, Splunk,Oracle, Microsoft, Jumpshot, IBM,HPE, Google, Connexity, SAP, Adobe and Vlocity. 

Key Developments:

In May 2019, IBM collaborated with Thomas Reuters to enable banks to meet ever-increasing regulatory demands through the integration of artificial intelligence (AI) and a real-time regulatory model. IBM and Thomson Reuters Regulatory Intelligence together provide financial firms with exposure to an IBM Cloud-provided RegTech system that provides details on real-time financial markets from thousands of information outlets.

In July 2017, Google Inc. has acquired Halli Labs, a four-month-old start-up out of Bengaluru that is developing artificial intelligence and machine learning solutions. Halli Labs is applying modern ML techniques to old problems and domains to help technology march on in its timeless purpose.
Organization Sizes Covered:
• Large Enterprises
• Small and Medium-Sized Enterprises
Types Covered:
• Services
• Software
Deployment Models Covered:
• On-Demand
• On-Premises
Applications Covered:
• Website/Application Optimization
• Traffic Analysis
• Software Testing
• Market Research
• Employee Productivity Analysis
• Customer Data Analysis
• Basket Analysis and Personalization
• Click Path Optimization/Visit Path Optimization
End Users Covered:
• Travel and Hospitality
• Media and Entertainment
• Telecommunications and IT
• Retail and eCommerce
• Government
• Energy and Utilities
• Commercial
• Banking, Financial Services, and Insurance (BFSI)
• Transportation and Logistics

Regions Covered:
• North America
o US
o Canada
o Mexico
• Europe
o Germany
o UK
o Italy
o France
o Spain
o Rest of Europe
• Asia Pacific
o Japan       
o China       
o India       
o Australia 
o New Zealand
o South Korea
o Rest of Asia Pacific   
• South America
o Argentina
o Brazil
o Chile
o Rest of South America
• Middle East & Africa
o Saudi Arabia
o Qatar
o South Africa
o Rest of Middle East & Africa

What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2020, 2021, 2022, 2025, and 2028
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements

Free Customization Offerings:
All the customers of this report will be entitled to receive one of the following free customization options:
• Company Profiling
o Comprehensive profiling of additional market players (up to 3)
o SWOT Analysis of key players (up to 3)
• Regional Segmentation
o Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
o Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances

Table of Contents

1 Executive Summary               
2 Preface                
 2.1 Abstract               
 2.2 Stake Holders              
 2.3 Research Scope              
 2.4 Research Methodology             
  2.4.1 Data Mining             
  2.4.2 Data Analysis             
  2.4.3 Data Validation             
  2.4.4 Research Approach             
 2.5 Research Sources              
  2.5.1 Primary Research Sources            
  2.5.2 Secondary Research Sources            
  2.5.3 Assumptions             
3 Market Trend Analysis              
 3.1 Introduction              
 3.2 Drivers               
 3.3 Restraints              
 3.4 Opportunities              
 3.5 Threats               
 3.6 Application Analysis             
 3.7 End User Analysis              
 3.8 Emerging Markets              
 3.9 Impact of Covid-19              
4 Porters Five Force Analysis              
 4.1 Bargaining power of suppliers             
 4.2 Bargaining power of buyers             
 4.3 Threat of substitutes             
 4.4 Threat of new entrants             
 4.5 Competitive rivalry              
5 Global Clickstream Analytics Market, By Organization Size           
 5.1 Introduction              
 5.2 Large Enterprises              
 5.3 Small and Medium-Sized Enterprises            
6 Global Clickstream Analytics Market, By Type            
 6.1 Introduction              
 6.2 Services               
  6.2.1 Professional Services       Support and Maintenance      Deployment and Integration      Consulting Services             
  6.2.2 Managed Services             
 6.3 Software               
7 Global Clickstream Analytics Market, By Deployment Model           
 7.1 Introduction              
 7.2 On-Demand              
 7.3 On-Premises               
8 Global Clickstream Analytics Market, By Application           
 8.1 Introduction              
 8.2 Website/Application Optimization            
 8.3 Traffic Analysis              
 8.4 Software Testing              
 8.5 Market Research              
 8.6 Employee Productivity Analysis            
 8.7 Customer Data Analysis             
 8.8 Basket Analysis and Personalization            
 8.9 Click Path Optimization/Visit Path Optimization           
9 Global Clickstream Analytics Market, By End User            
 9.1 Introduction              
 9.2 Travel and Hospitality             
 9.3 Media and Entertainment             
 9.4 Telecommunications and IT             
 9.5 Retail and eCommerce              
 9.6 Government              
 9.7 Energy and Utilities              
 9.8 Commercial              
 9.9 Banking, Financial Services, and Insurance (BFSI)           
 9.10 Transportation and Logistics             
10 Global Clickstream Analytics Market, By Geography           
 10.1 Introduction              
 10.2 North America              
  10.2.1 US              
  10.2.2 Canada              
  10.2.3 Mexico              
 10.3 Europe               
  10.3.1 Germany              
  10.3.2 UK              
  10.3.3 Italy              
  10.3.4 France              
  10.3.5 Spain              
  10.3.6 Rest of Europe             
 10.4 Asia Pacific              
  10.4.1 Japan              
  10.4.2 China              
  10.4.3 India              
  10.4.4 Australia              
  10.4.5 New Zealand             
  10.4.6 South Korea             
  10.4.7 Rest of Asia Pacific             
 10.5 South America              
  10.5.1 Argentina              
  10.5.2 Brazil              
  10.5.3 Chile              
  10.5.4 Rest of South America            
 10.6 Middle East & Africa             
  10.6.1 Saudi Arabia             
  10.6.2 UAE              
  10.6.3 Qatar              
  10.6.4 South Africa             
  10.6.5 Rest of Middle East & Africa            
11 Key Developments               
 11.1 Agreements, Partnerships, Collaborations and Joint Ventures          
 11.2 Acquisitions & Mergers             
 11.3 New Product Launch             
 11.4 Expansions              
 11.5 Other Key Strategies             
12 Company Profiling               
 12.1 Webtrends              
 12.2 AT Internet              
 12.3 Verto Analytics               
 12.4 Talend               
 12.5 Splunk               
 12.6 Oracle               
 12.7 Microsoft               
 12.8 Jumpshot              
 12.9 IBM               
 12.10 HPE               
 12.11 Google               
 12.12 Connexity              
 12.13 SAP               
 12.14 Adobe               
 12.15 Vlocity               
List of Tables                
1 Global Clickstream Analytics Market Outlook, By Region (2020-2028) ($MN)         
2 Global Clickstream Analytics Market Outlook, By Organization Size (2020-2028) ($MN)        
3 Global Clickstream Analytics Market Outlook, By Large Enterprises (2020-2028) ($MN)        
4 Global Clickstream Analytics Market Outlook, By Small and Medium-Sized Enterprises (2020-2028) ($MN)      
5 Global Clickstream Analytics Market Outlook, By Type (2020-2028) ($MN)         
6 Global Clickstream Analytics Market Outlook, By Services (2020-2028) ($MN)         
7 Global Clickstream Analytics Market Outlook, By Professional Services (2020-2028) ($MN)        
8 Global Clickstream Analytics Market Outlook, By Managed Services (2020-2028) ($MN)        
9 Global Clickstream Analytics Market Outlook, By Software (2020-2028) ($MN)         
10 Global Clickstream Analytics Market Outlook, By Deployment Model (2020-2028) ($MN)        
11 Global Clickstream Analytics Market Outlook, By On-Demand (2020-2028) ($MN)         
12 Global Clickstream Analytics Market Outlook, By On-Premises (2020-2028) ($MN)         
13 Global Clickstream Analytics Market Outlook, By Application (2020-2028) ($MN)         
14 Global Clickstream Analytics Market Outlook, By Website/Application Optimization (2020-2028) ($MN)       
15 Global Clickstream Analytics Market Outlook, By Traffic Analysis (2020-2028) ($MN)        
16 Global Clickstream Analytics Market Outlook, By Software Testing (2020-2028) ($MN)        
17 Global Clickstream Analytics Market Outlook, By Market Research (2020-2028) ($MN)        
18 Global Clickstream Analytics Market Outlook, By Employee Productivity Analysis (2020-2028) ($MN)       
19 Global Clickstream Analytics Market Outlook, By Customer Data Analysis (2020-2028) ($MN)        
20 Global Clickstream Analytics Market Outlook, By Basket Analysis and Personalization (2020-2028) ($MN)       
21 Global Clickstream Analytics Market Outlook, By Click Path Optimization/Visit Path Optimization (2020-2028) ($MN)     
22 Global Clickstream Analytics Market Outlook, By End User (2020-2028) ($MN)         
23 Global Clickstream Analytics Market Outlook, By Travel and Hospitality (2020-2028) ($MN)        
24 Global Clickstream Analytics Market Outlook, By Media and Entertainment (2020-2028) ($MN)       
25 Global Clickstream Analytics Market Outlook, By Telecommunications and IT (2020-2028) ($MN)       
26 Global Clickstream Analytics Market Outlook, By Retail and eCommerce (2020-2028) ($MN)        
27 Global Clickstream Analytics Market Outlook, By Government (2020-2028) ($MN)         
28 Global Clickstream Analytics Market Outlook, By Energy and Utilities (2020-2028) ($MN)        
29 Global Clickstream Analytics Market Outlook, By Commercial (2020-2028) ($MN)         
30 Global Clickstream Analytics Market Outlook, By Banking, Financial Services, and Insurance (BFSI) (2020-2028) ($MN)     
31 Global Clickstream Analytics Market Outlook, By Transportation and Logistics (2020-2028) ($MN)       
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.   


List of Figures


Research Methodology

We at Stratistics opt for an extensive research approach which involves data mining, data validation, and data analysis. The various research sources include in-house repository, secondary research, competitor’s sources, social media research, client internal data, and primary research.

Our team of analysts prefers the most reliable and authenticated data sources in order to perform the comprehensive literature search. With access to most of the authenticated data bases our team highly considers the best mix of information through various sources to obtain extensive and accurate analysis.

Each report takes an average time of a month and a team of 4 industry analysts. The time may vary depending on the scope and data availability of the desired market report. The various parameters used in the market assessment are standardized in order to enhance the data accuracy.

Data Mining

The data is collected from several authenticated, reliable, paid and unpaid sources and is filtered depending on the scope & objective of the research. Our reports repository acts as an added advantage in this procedure. Data gathering from the raw material suppliers, distributors and the manufacturers is performed on a regular basis, this helps in the comprehensive understanding of the products value chain. Apart from the above mentioned sources the data is also collected from the industry consultants to ensure the objective of the study is in the right direction.

Market trends such as technological advancements, regulatory affairs, market dynamics (Drivers, Restraints, Opportunities and Challenges) are obtained from scientific journals, market related national & international associations and organizations.

Data Analysis

From the data that is collected depending on the scope & objective of the research the data is subjected for the analysis. The critical steps that we follow for the data analysis include:

  • Product Lifecycle Analysis
  • Competitor analysis
  • Risk analysis
  • Porters Analysis
  • PESTEL Analysis
  • SWOT Analysis

The data engineering is performed by the core industry experts considering both the Marketing Mix Modeling and the Demand Forecasting. The marketing mix modeling makes use of multiple-regression techniques to predict the optimal mix of marketing variables. Regression factor is based on a number of variables and how they relate to an outcome such as sales or profits.

Data Validation

The data validation is performed by the exhaustive primary research from the expert interviews. This includes telephonic interviews, focus groups, face to face interviews, and questionnaires to validate our research from all aspects. The industry experts we approach come from the leading firms, involved in the supply chain ranging from the suppliers, distributors to the manufacturers and consumers so as to ensure an unbiased analysis.

We are in touch with more than 15,000 industry experts with the right mix of consultants, CEO's, presidents, vice presidents, managers, experts from both supply side and demand side, executives and so on.

The data validation involves the primary research from the industry experts belonging to:

  • Leading Companies
  • Suppliers & Distributors
  • Manufacturers
  • Consumers
  • Industry/Strategic Consultants

Apart from the data validation the primary research also helps in performing the fill gap research, i.e. providing solutions for the unmet needs of the research which helps in enhancing the reports quality.

For more details about research methodology, kindly write to us at

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