Companies should become more sophisticated and leverage data outlining customer experience for positive business growth, it has been claimed.

According to a new report published by the Chief Marketing Officer (CMO) Council and sponsored by Satmetrix, 38 per cent of companies have no programs in place to track customer response to their websites and products.

One way to do this may be to use analytics by measuring, analysing and reporting related data in order to better drive campaigns.

Failure to implement any such resort, the CMO Council claimed, could mean that companies are missing valuable opportunities.

Council executive director Donovan Neale-may commented: "Customer experience is one of the most critical determinants of brand strength and business growth.

"Yet most organisations and senior marketers suffer from major blind spots and gaps."

This comes after recent research revealed that most web publishers and advertisers, however, do employ the use of analytics.

According to Econsultancy's latest Vertical Search (B2B) Report 2009, 91 per cent of those surveyed claimed they make use of internet data that had been collated, analysed and reported on behalf of their campaigns.