Many firms are not confident with using data analytics as part of their marketing strategies, a new survey reveals.

According to a study by SLI Systems, more than two-thirds (68 per cent) of firms are unsure as to whether they are using all the data gleaned through multiple on-site technologies to its best advantage.

Just over half (55 per cent) of the 600 online retailers surveyed said they integrate various applications to improve customer experience and boost their marketing efforts.

Despite their general lack of confidence, overall, 95 per cent of e-commerce businesses said they use analytics to track conversions of sales leads, conduct keyword research and better understand their online audience.

Shaun Ryan, chief executive of SLI Systems, said: “In today’s highly competitive selling environment, online retailers can capture more sales and conversions – and have more meaningful engagements with customers – when they integrate their various applications.”

Writing in Marketing Profs, marketing expert Jeanne Bliss recently advised marketers to work on their relationships with their email leads and current clients.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases