Online marketers ‘not using analytics'

US-- Less than half of marketers are using analytics to measure their online campaigns, according to a survey by Alterian.

Alterian's sixth annual marketing survey predicted that online marketing spending is set to rise in the year ahead, but that only 47% were using analytics to measure the success of online activity.

CEO David Eldridge said: “It is refreshing to see results that show businesses investing in areas that can directly drives sales – essential in this market. What is less encouraging is the low number of marketers who use analytics to evaluate and refine their campaigns.”

The survey gathered responses from 1,500 marketing professionals in North America and the UK in October and November 2008, using online surveys and face-to-face interviews conducted at industry events.

Author: Robert Bain