The research, conducted by Forrester Consulting, found that SEO data is only used in slightly more than 50% of marketing campaigns, despite being ranked in the top three marketing channels by almost 90% of marketers.

Pay Per Click (PPC) and SEO data are shared across wider marketing teams less than half of the time, despite being considered most useful in supporting marketing decisions.

The report said: “Marketers say data from various channels is important to their marketing strategy, but they aren’t putting their money where their mouth is. In fact, they’re only utilising cross-channel data to support and enrich efforts in other channels about half the time

“These silos limit the impact of marketing efforts by preventing companies from building a more comprehensive profile of their customer.”

SEMrush’s Olga Andrienko added: “By taking a more pragmatic approach to data sharing and analysis and not trying to run before it can walk, the marketing industry will reap the rewards of truly effective unified marketing.”