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Marketing spending gains, but measurement lags

Organizations worldwide will continue to invest in online marketing campaigns this year, but fewer than half of marketers use technology to measure the results, according to a new study by integrated marketing solutions provider Alterian.

The company's sixth "Alterian Annual Marketing Survey" found that online campaigns involving social networks, e-mail and pay-per-click advertising will increase this year, as 38% of respondents said they planned to increase budgets. Only 20% said they planned to decrease their online marketing budgets.

The study found that only 47% of respondents use analytics to measure their online campaigns.

Alterian polled 1,545 marketers, agencies, marketing services providers and systems integrators in U.S. and U.K. for the study. The survey was conducted online and in-person in October and November.

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