Retailers engaging in internet marketing are failing to understand how best they can plan and measure their campaigns.

This is the finding of a new survey by Coremetrics, which revealed that 79 per cent of retailers are unsure how to best deal with internet marketing issues such as budgeting, linking different campaigns and tracking customer acquisition accountability.

One-quarter of respondents said they never tracked their marketing return on investment, with 96 per cent only doing so for some of their campaigns.

Europe, Middle East and Africa vice-president for Coremetrics Richard Sheppard advised retailers to look at their marketing efforts holistically as well as considering each element separately.

"Web analytics technology provides this data, delivering clear and tailored analysis of online campaigns so budgets can be traced rather than disappearing into a spending black hole," he said.

A recent Alterian survey found that less than half of marketers make use of analytics as part of their daily work.

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