Unmeasurable or Unmeasured?

A recently released survey from Unica shows that while the proliferation of electronic channels — from email to social and mobile media — has opened up many more possibilities for meaningful communications with customers, this “online channel sprawl” has led to confusion and information overload. Marketers need better analytics tools to turn data into action overall and particularly in social media for which being there simply isn’t enough to win friends and drive business results. If you can't measure it, you can't manager it - all over again?

For the full survey Unica’s 2011 Survey of Marketers please click here.