북미의 고객 여정 분석 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the North America customer journey analytics market size is projected to expand from USD 7.35 billion in 2025 and USD 8.80 billion in 2026 to USD 21.56 billion by 2031, registering a CAGR of 19.64% between 2026 and 2031.

This report is Segmented by Component (Solutions, and Services), Deployment Mode (Cloud, On-Premises, and Hybrid), Application (Campaign and Journey Orchestration, and More), End-User Enterprise Size (Large Enterprises, and Small and Mid-Size Enterprises), End-User Industry (Media and Entertainment, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

North America Customer Journey Analytics Market Trends and Insights

Acceleration of AI-Driven Journey Insights

Agentic AI is pushing the North America customer journey analytics market into a more execution-focused phase, because enterprises now expect platforms to recommend and trigger actions rather than only explain what happened. That change matters because journey data is no longer being used only after a campaign or service event ends, and buyers increasingly want systems that can react while the interaction is still active. Adobe made this shift more visible when it launched the Customer Journey Analytics B2B Edition and expanded the role of journey intelligence across broader experience workflows, demonstrating how analytics is being tied more closely to account- and stakeholder-level decisioning. Salesforce reinforced the same direction when it launched Agentforce 3 and highlighted autonomous resolution, observability, and broader language support, all of which point to customer journeys being interpreted and acted on with less human delay. The practical effect on the North America customer journey analytics market is that each AI-assisted interaction generates more behavioral data, thereby increasing the value of platforms that can organize and govern signals across channels. Over time, this is moving competition toward model quality, orchestration speed, and governance depth, rather than simple dashboard breadth.

Rising Demand for Unified Customer Visibility

The North America customer journey analytics market is also expanding because many enterprises still struggle to connect customer behavior across websites, mobile apps, commerce systems, contact centers, and offline transactions into one usable view. That problem has become harder to ignore because AI-driven recommendations are only as strong as the quality and continuity of the underlying identity and event data. Adobe addressed this issue in June 2025 when it introduced the Customer Journey Analytics B2B Edition, with account-level, buying group-level, and opportunity-level analysis, extending unified visibility into complex enterprise buying environments beyond consumer journeys. NICE also moved in this direction by tightening integration with Salesforce Data Cloud, as zero-copy access reduces the need to duplicate records across systems and helps organizations work with connected data without adding another layer of movement and reconciliation. The need for unified visibility is therefore not a reporting preference; it is becoming a basic operating requirement for enterprises that want consistent personalization, retention workflows, and cross-functional customer accountability. As that requirement spreads, the North America customer journey analytics market is favoring vendors that can span multiple data environments rather than remain isolated within a single function.

High Integration Complexity with Legacy Data Stacks

Integration remains the most stubborn operating restraint in the North America customer journey analytics market because many buyers still manage disconnected CRM, ERP, commerce, service, and contact center environments built over several technology cycles. The challenge is not only technical, as each system often has its own ownership rules, custom workflows, and definitions of the customer record. NICE responded to this issue in August 2025 by expanding integration with Salesforce Service Cloud and Data Cloud, including zero-copy bidirectional access, which directly addressed one of the biggest causes of deployment delay and duplicated data movement. Even with better connectors, many organizations still need long implementation windows before journey analytics becomes operationally reliable, and this slows adoption among mid-sized companies that lack dedicated engineering teams. The effect on the North America customer journey analytics market is that procurement often favors vendors with stronger services, proven connector libraries, and clearer migration paths rather than the broadest feature list. This is also why services are growing faster than solutions, because buyers frequently need ongoing integration support after the initial deployment goes live.

Other drivers and restraints analyzed in the detailed report include:

1. Omnichannel Experience Personalization Requirements
2. Real-Time Churn Reduction and Retention Prioritization
3. Privacy and Consent Management Constraints

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Solutions accounted for 70.15% of revenue in 2025, keeping software platforms at the center of the North America customer journey analytics market. Enterprises still preferred purpose-built systems because journey analytics requires event collection, identity stitching, visualization, orchestration, and governance, in a form that internal teams rarely build quickly or maintain at a comparable scale. That preference is structural rather than temporary, because most buyers prefer a tested operating environment rather than creating and supporting their own stack across multiple departments. Solutions also benefit from the way procurement works in larger organizations, where standardization and vendor accountability matter as much as analytical flexibility. This kept the North America customer journey analytics market anchored in platform spending, even as implementation needs became more complex.

Services, however, are projected to expand at a 22.59% CAGR through 2031, making them the fastest-growing segment. Growth in services reflects more than setup work, because many deployments now require managed optimization, integration support, journey design, governance tuning, and change management after launch. Pegasystems strengthened this direction in June 2026 when it introduced Customer Engagement Studio and linked AI delivery more closely to governed workflows and outcomes, which supports a model in which value is increasingly tied to execution support rather than only license access. In the customer journey analytics industry, that shift means vendors with strong professional and managed services can better protect accounts once the platform becomes part of daily operations. It also explains why the North America customer journey analytics market is rewarding vendors that can combine software, implementation depth, and measurable business outcomes in a single relationship.

Cloud accounted for 65.29% of the North America customer journey analytics market in 2025 and is also projected to post the fastest growth at a 22.09% CAGR through 2031. This combination is important because it shows that migration is still underway and that the cloud has not yet reached a point where growth naturally tapers off due to maturity. Buyers continue to choose the cloud because it reduces infrastructure management, enables faster feature delivery, and meets the elastic computing needs of AI-driven analytics. It also makes it easier to add new signal types and support new channels without waiting for local infrastructure upgrades. The North America customer journey analytics market, therefore, continues to treat cloud not simply as a hosting model, but as the base architecture for faster experimentation and broader journey visibility.

Contentsquare reflected this pattern in March 2026, expanding signal ingestion to websites, mobile apps, AI assistants, and support conversations via a cloud-native approach. That matters because channel expansion is becoming the norm, and cloud platforms are better positioned to absorb new data types without significant deployment friction. On-premises models still retain value in healthcare and financial services, where organizations can maintain greater control over sensitive data and internal review processes. Hybrid setups also remain relevant for large enterprises that want the flexibility of analytics and orchestration while keeping selected datasets in controlled internal environments. In the customer journey analytics industry, these alternatives keep a role, but the North America customer journey analytics market is clearly moving toward cloud-first buying patterns because most new AI-led use cases work better in more scalable environments.

Complete Report Scope:

• By Component
  • Solutions
  • Services
• By Deployment Mode
  • Cloud
  • On-Premises
  • Hybrid
• By Application
  • Journey Mapping and Visualisation
  • Campaign and Journey Orchestration
  • Brand and Product Management
  • Customer Behaviour and Attribution
• By End-User Enterprise Size
  • Large Enterprises
  • Small and Mid-Size Enterprises
• By End-User Industry
  • Banking, Financial Services, and Insurance (BFSI)
  • Retail and eCommerce
  • Information Technology and Telecom
  • Healthcare and Life-Sciences
  • Media and Entertainment
  • Travel and Hospitality
  • Automotive and Mobility
  • Other End-User Industries
• By Geography
  • United States
  • Canada
  • Mexico

List of Companies Covered in this Report:

1. Adobe Inc.
2. Salesforce, Inc.
3. NICE Ltd.
4. Genesys Cloud Services, Inc.
5. Medallia, Inc.
6. SAP SE
7. Microsoft Corporation
8. Oracle Corporation
9. IBM Corporation
10. SAS Institute Inc.
11. Amplitude, Inc.
12. Acoustic, Inc.
13. Verint Systems Inc.
14. Quadient S.A.
15. Dynatrace, Inc.
16. Contentsquare S.A.S.
17. ChurnZero, Inc.
18. Pega Systems Inc.
19. Qualtrics, LLC
20. Woopra, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Demand for Unified Customer Visibility
  • 4.2.2 Acceleration of AI-Driven Journey Insights
  • 4.2.3 Omnichannel Experience Personalization Requirements
  • 4.2.4 Real-Time Churn Reduction and Retention Prioritization
  • 4.2.5 Privacy-First Analytics Architecture Adoption
  • 4.2.6 Expansion of Journey Analytics into Revenue Operations
• 4.3 Market Restraints
  • 4.3.1 High Integration Complexity with Legacy Data Stacks
  • 4.3.2 Privacy and Consent Management Constraints
  • 4.3.3 High Total Cost of Ownership for Enterprise Rollouts
  • 4.3.4 Shortage of Journey Analytics Implementation Talent
• 4.4 Industry Value Chain Analysis
• 4.5 Impact of Macroeconomic Factors on the Market
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Component
  • 5.1.1 Solutions
  • 5.1.2 Services
• 5.2 By Deployment Mode
  • 5.2.1 Cloud
  • 5.2.2 On-Premises
  • 5.2.3 Hybrid
• 5.3 By Application
  • 5.3.1 Journey Mapping and Visualisation
  • 5.3.2 Campaign and Journey Orchestration
  • 5.3.3 Brand and Product Management
  • 5.3.4 Customer Behaviour and Attribution
• 5.4 By End-User Enterprise Size
  • 5.4.1 Large Enterprises
  • 5.4.2 Small and Mid-Size Enterprises
• 5.5 By End-User Industry
  • 5.5.1 Banking, Financial Services, and Insurance (BFSI)
  • 5.5.2 Retail and eCommerce
  • 5.5.3 Information Technology and Telecom
  • 5.5.4 Healthcare and Life-Sciences
  • 5.5.5 Media and Entertainment
  • 5.5.6 Travel and Hospitality
  • 5.5.7 Automotive and Mobility
  • 5.5.8 Other End-User Industries
• 5.6 By Geography
  • 5.6.1 United States
  • 5.6.2 Canada
  • 5.6.3 Mexico

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Adobe Inc.
  • 6.4.2 Salesforce, Inc.
  • 6.4.3 NICE Ltd.
  • 6.4.4 Genesys Cloud Services, Inc.
  • 6.4.5 Medallia, Inc.
  • 6.4.6 SAP SE
  • 6.4.7 Microsoft Corporation
  • 6.4.8 Oracle Corporation
  • 6.4.9 IBM Corporation
  • 6.4.10 SAS Institute Inc.
  • 6.4.11 Amplitude, Inc.
  • 6.4.12 Acoustic, Inc.
  • 6.4.13 Verint Systems Inc.
  • 6.4.14 Quadient S.A.
  • 6.4.15 Dynatrace, Inc.
  • 6.4.16 Contentsquare S.A.S.
  • 6.4.17 ChurnZero, Inc.
  • 6.4.18 Pega Systems Inc.
  • 6.4.19 Qualtrics, LLC
  • 6.4.20 Woopra, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment