Having a holistic view of marketing in terms of what's working and what's not seems pretty important in today's multi-channel world.

Yet a report from call tracking specialist ResponseTap suggests that many marketers have only a superficial view of whats actually happening.

The Off the Grid study also reveals they don't really understand the roll offline channels have in the online consumer journey.

The company put together the infographic below as well as a white paper based on research conducted among more than 2,000 UK consumers and 250 markers.

Highlights from the consumer perspective include:

• One third of consumers prefer to talk to someone on the phone before buying something.
• This rises to 41% for those aged 55+.
• In the travel industry 81% of shopping carts are being abandoned.
• 57% trust retailers more when it is easy to contact them by phone.
• 56% say they are more likely to buy again from a retailer if they know they can talk to them on the phone.

And from marketers:

• 72% of marketers say more than 25% of sales come via the phone.
• 46% say its more than half of sales by phone.
• However, more than half (52%) admit they don't have a complete view of how online and offline marketing is driving phone sales.
• 78% say they only link phone calls to marketing activity at the most basic campaign level.
• 59% say they're not integrated with the teams that handle the calls.

The full report is available here.