LONDON: While investments in online marketing continue to grow, only 47% of marketers are using marketing applications to measure their campaigns, according to the Alterian's sixth “Annual Marketing Survey.”
Analytical-led software company polled 1,545 marketing professionals in the US and UK in October and November 2008 for the survey. This was the first year that respondents were asked about their use of measurement applications, and less than half of them said they were using analytics to measure their campaigns. Bob Barker, VP ...