cookies kill faith in online tracking

When it comes to measuring Web marketing, 43% of the marketing professionals said they were “fairly confident,” while only 5% said they were “very confident.” The remaining marketers were split, with 26% being “moderately confident” and 26% admitting to “flying blind.”

The WebTrends survey found:

  • 39% of respondents said they have “no idea” what method their web site is currently using to identify unique visitors
  • Only 19% of respondents utilize legitimate first-party cookies — the recommended best practice to track unique visitors
  • 13% identify visitors by IP address only — a largely inaccurate method to track visitors and their behavior
  • Only 20% have a comprehensive set of metrics to measure campaign performance
  • 52% are still only looking at clickthrough rates or nothing at all

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