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BtoB

Study finds gap in cross-channel campaign integration

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New York—A gap exists between expectations and integration of cross-channel ad campaigns, according to a new study by Eyeblaster and TNS.

The study was conducted online in March among 400 senior marketing executives globally.

It found that while 67% of marketers are currently running cross-channel campaigns, only 12% are actually integrating cross-channel performance data.

Marketers cited the following barriers to cross-channel integration: lack of suitable metrics to measure impact and ROI (44%); lack of case studies to prove cross-channel effectiveness (37%); and lack of technology (34%).

The complete survey results are available by registering at http://www.eyeblaster.com/forms/eb_research/form.html.

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