Analytics is a no-brainer. For any marketing program I work on, getting analytics setup, and setup right, is a prerequisite. Well, apparently that puts me into one of two classes of marketers: those who use analytics and those who don’t.
Surprisingly, my group is the smaller, not larger one.
A recent study by Alterian reveals that less than half of professional marketers use analtyics to measure their campaigns. Is employing analytics really all that difficult? Apparently it is. A press release regarding the study noted that nearly a third “…of those surveyed cite analyzing results as the hardest part of any campaign.”
Not only is apathy for performance measurement en vogue, how a website fits into the marketing mix is askew:
One-fifth of respondents claimed that their website was only ‘basic’ and not at the core of its marketing activity, but with increased investment predicted in online marketing channels, companies need to better understand the importance of the website in effectively underpinning its online presence. This demonstrates a need for companies to better understand the channels available to them before investing their marketing funds.
Time to back up and get the basics in check, especially in a time when every marketing dollar counts.
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