(Direct Newsline)−Marketers may be active in multiple channels. But less than half use analytics to measure their campaigns, according to a new survey by Alterian.

“With the current economic climate, it is refreshing to see results that show businesses investing in areas that can directly drive sales—essential in this marketing,” said Alterian’s CEO David Eldridge in a statement. “What is less encouraging is the low number of marketers who use analytics to evaluate and refine their campaigns.”

The survey also found that firms use disparate systems to measure success, with little or no integration. Of those surveyed, 25% use more than seven applications on campaigns, and 51% use between three and six.

“Multichannel marketing is commonplace in 2009, but the challenge for marketers is to measure the value and draw results across these various systems in order to provide a true picture of ROI back to the business,” Eldridge said.

One-fifth of respondents said their Web site as basis, and not at the core of their marketing activity.

The survey found that 62% plan to increase their online spending. In addition, 38% will hike their offline spending, and 20% plan to decrease it.

Alterian surveyed 1,545 marketing professionals, representing agencies, clients, marketing services providers and systems integrators.

Marketers may be active in multiple channels. But less than half use analytics to measure their campaigns, according to a new survey by Alterian.

“With the current economic climate, it is refreshing to see results that show businesses investing in areas that can directly drive sales—essential in this marketing,” said Alterian’s CEO David Eldridge in a statement. “What is less encouraging is the low number of marketers who use analytics to evaluate and refine their campaigns.”

The survey also found that firms use disparate systems to measure success, with little or no integration. Of those surveyed, 25% use more than seven applications on campaigns, and 51% use between three and six.

“Multichannel marketing is commonplace in 2009, but the challenge for marketers is to measure the value and draw results across these various systems in order to provide a true picture of ROI back to the business,” Eldridge said.

One fifth of respondents said their Web site as basis, and not at the core of their marketing activity.

The survey found that 62% plan to increase their online spending. In addition, 38% will hike their offline spending, and 20% plan to decrease it.

Alterian surveyed 1,545 marketing professionals, representing agencies, clients, marketing services providers and systems integrators.