he biggest challenge for marketers was integrating Web analytics with other marketing solutions, cited by 46% of respondents. Verifying the accuracy of data was a problem for 41% of marketers, while 32% reported trouble with analytics that were not comprehensive and 29% complained of budgets that were too small.

What makes analytics accuracy hard to verify? An inability to drill down into the data bothered 42% of respondents. Marketing attribution issues plagued 32% of those polled, and one-quarter complained of problems with campaign tracking codes.

While difficulty using analytics tools frustrates many marketers, they also recognize the need for more resources and expertise. Fully 72% of respondents to the Unica survey had no full-time worker devoted to analytics.

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