A key benefit of many Internet marketing technologies is that they are highly measurable. That is, all sorts of data potentially useful for business development is generated by everything from website traffic to email marketing campaigns.
Trouble is not all marketers are making use of this analytical data. For example, a recent study referenced by eMarketer shows that while 79% of businesses reported capturing Internet traffic information, only 30% of them actually modified their websites as a result of traffic analysis.
Another area where we see legal marketers falling short is email marketing.