A new poll has found that 13 per cent of European organisations never analyse the results of their internet marketing campaigns through web analytics.

Conducted by technology provider SDL Tridion, the survey of 113 marketing, communications and branding decision-makers also found that 53 per cent always measure the results of their online campaigns.

Almost two-thirds of respondents additionally said that web analytics tools are "critical" to implementing new online marketing strategies - signalling a gap between those that always use analytics and those that never do.

"Every organisation is feeling the pinch at the moment, so it is surprising that marketers are not using every weapon in their armoury to ensure campaign success," remarked Tim Norman, sales director of northern Europe for SDL Tridion.

The survey also revealed that 70 per cent of firms take at least two weeks to launch new online campaigns - a timeframe that may be constraining flexible strategies responding to time-sensitive market conditions.

A recent survey by the European Interactive Advertising Association found that 70 per cent of European advertisers are spending more of their budgets on online marketing this year than they did in 2008.

Living Streams comment: Without fitting analytics and having the skills to interprete what its figures are telling you, it is impossible to optimise your advertising / marketing spend for optimal return on investment.  How can any company operate its website without Analytics ?