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50-60%MarTech MarTech MarTech 1 MarTech 2 2020 WIND 1 MarTech 2 2020 WIND 2020 MarTech 2020 MarTech%Adobe 86.6%40.9%128.7HubSpot 81.1%-9.6%8.8Oracle-34.4%404.8Salesforce 74.4%19.2%212.5IBM 48.3%7.6%736.2Trade Desk-29.0%8.4%61.0%17.9%0.8 59.4%-29.9%2.8 50.9%-59.2%3.0 40.0%-65.1%1.2 28.8%-5.9%2.5 15.9%-1.0%5.27 MarTech O2O N=90 2020 5 CMO 10%33.0%10-29%26.4%2019 20.9%19.8%2020 179.4 327.5 605.4 916.7 1338.7 1917.5 2578.4 3301.8 83.6%84.8%51.4%46.0%43.2%34.5%28.1%2015 2016 2017 2018 2019e 2020e 2021e 2022e2015-2022%MarTech MarTech MarTech 60%MarTech MarTech MarTech MarTech8 MarTech MarTech 2000 Oracle Adobe MarTech MarTech 1 Statista 2 CNNIC MarTech 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 0.92.23.139.6%2.63.13.383.9%95.2%71.8%3.04.613.466.2%9.09.099.3%64.5%14.034.1%2000 1990 1980 1970 1910/9 64.3 60.1 61.5 61.3 61.7 2016 2017 2018 2019 2020 APP MarTech MarTech MarTech MarTech MarTech APP MarTech SCRM 1 SCRM 2 3 UserTracker SCRM Social Customer Relationship Management CRM Customer Relationship Management.8.7 10.3 11.8 12.5 12.7 86.0%91.4%90.3%89.6%88.9%2016 2017 2018 2019 2020 APP APP%2021 APP MarTech mUserTracker-2016-2020 APP mUserTracker-2016-2020 APP CRM SCRM 10 MarTech FAAG Facebook Apple Amazon Google)BAT 2016-2021 MarTech FAAG MarTech&MarTech 1 2021 2021 3 15 2 3 Facebook Apple Amazon Google IT 1 2021 2021 3 15 2 3 IT B A T F A G A2016-2021 MarTech 2016-2021 MarTech&11 MarTech MarTech MarTech MarTech MarTech MarTech MarTech MarTech SaaS MarTech 2021 MarTech MarTech CRM IDID IDIDID IDDataData DataDataData DataDataData DataDataData Data IDID IDID IDID12 MarTech 1 MarTech 2 MarTech 3 MarTech 413 MarTech logo 2021 MarTech&14 MarTech MarTech 1 2 3 4 5 2021 MarTech&15 MarTech 2021 MarTech MarTech 500 23.9%23.2%MarTech DMP CDP MarTech&2021 MarTech 27 2421 1414 8 8621916128432614 19829 2722 16147530292417 9&23.9%&23.2%21.2%&21.0%&10.6%16&CDP 17/DMP CDP A/B&logo 2021 MarTech&18 1 2 MarTech&2021 MarTech&-CDP-DMP 19 CDP CDP ID CDP MA BI 2021 MarTech CDP CDP ID ID CRM ID 20 CDP CDP ID CDP CDP CDP 2018 4.9 2020 17.7 4.9 8.5 17.7 29.3 42.1 55.4 73.2%108.6%65.6%44.0%31.5%2018 2019 2020 2021e 2022e 2023e2018-2023 MarTech CDP CDP%21 MarTech 2021 MarTech 2 1 3 4 22&23/H5 AR/VR&logo 2021 MarTech&24&MarTech 1 2 3 MarTech 2021 MarTech&25 2021 MarTech 26 1 2 3 2021 MarTech 27 28 Trading DeskSSP&Ad Exchange DSP&Ad Network OTT TV logo 2021 MarTech 29 PC 1.0 ADN PC OTT SSP ADX DSP TD DMP 2.0 2021 MarTech 1.0 CPC ADN 2.0 ADX DSP/TD SSPDMPADNAD Network ADXAD Exchange DSPDemand Side Platform TDTrading Desk DSP SSPSupply Side Platform DMPData Management Platform 30 ADX:SSP:DSP:1 2 3 ADX:DSP:TD:AND:SSP/ADX:SSP:SSP/ADX:SSP:2021 MarTech 31 5G 1 2 3 2021 MarTech LBS 32&33 SEO/&logo 2021 MarTech&34 1 2&2021 MarTech&/SEO/35&1/SaaS 2/3 SEO 2021 MarTech&/SaaS SEO GMV/36 2021 MarTech 6.7 21.3 28.2 43.5 70.9 106.8 149.4 193.5 218.8%32.8%54.3%62.8%50.6%39.9%29.5%2016 2017 2018 2019 2020 2021e 2022e 2023e2016-2023 MarTech%ROI 2016 6.7 2020 70.9 2023 20037 SaaS SaaS 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