Many marketers are making use of cross-channel campaigns but are not integrating performance data, new research shows.

A survey by Eyeblaster and TNS found that two-thirds (67 per cent) of marketing professionals are currently running cross-channel campaigns but just 12 per cent are integrating cross-channel performance data.

Some 44 per cent of marketers said a lack of metrics to adequately measure levels of return on investment is the main factor holding them back from adopting cross-channel campaigns.

A third (34 per cent) cited a lack of technology, while 37 per cent blamed a dearth of case studies which prove the effectiveness of cross-channel strategies.

“Marketers identify the relationship between offline and online channels and the dual role of brand and response,” said Don Ryan, vice president of technology and media at TNS. “The days of distinguishing one channel against another for brand or response are behind us.”

A recent survey by Epsilon International found that email is an effective medium for online and offline-based responses.

Related Topics: General Marketing