Presented at eTail Asia 2014. I gave a succinct overview of what's effective and pitfalls to avoid.

1. C R O S S - D E V I C E
T R A C K I N G
E F F E C T I V E I M P L E M E N TA T I O N A N D P I T FA L L S T O A V O I D

2. “My name is Howie. I am passionate in all things
digital and enjoy designing interfaces, products
and services that are attractive, thoughtful, and
enjoyable to use.”

3. H O W M A N Y D E V I C E S
D O Y O U U S E T O
A C C E S S T H E I N T E R N E T
T H R O U G H O U T T H E
D AY ?

4. The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior

5. The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior

6. The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior

7. The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior

8. T I M ’ S J O U R N E Y O F
S H O P P I N G AT
R E D M A R T
• Tim wants to buy some beers for
his upcoming party. On his way to
work, Tim uses his mobile to search
for good alcohol deals and saw our
ad.
• Remembering our company’s name
he then searches for this on his
work computer, gets to our site and
look through our alcohol selections.
• When he gets home from work, Tim
uses his tablet and goes directly to
our site and makes a purchase.

9. C H A L L E N G E S F O R M A R K E T E R S
Purchase paths becomes more complex

10. G O O G L E A N A LY T I C S - M E A S U R E M E N T W I T H C L I E N T I D
OLD WAY

11. H T T P : / / W W W. F U R T H E R . C O . U K / B L O G / C R O S S - D E V I C E -
T R A C K I N G - H O W - T O - K E E P - TA B S - O N - Y O U R - V I S I T O R S
“We can no longer treat a ‘unique user’ tracked
through an adserver or analytics package as an
individual person – this ‘unique user’ is very likely
to have been tracked multiple times through not
only different devices but also from the same
device if they are using multiple browsers or
deleting their cookie information.”

12. U N I V E R S A L A N A LY T I C S - C R O S S D E V I C E M E A S U R E M E N T W I T H U S E R I D
NEW WAY

13. R E S O U R C E S O N
U N I V E R S A L A N A LY T I C S
• Cross Device Measurement in Google Analytics will
turn mobile marketing on its head https://econsultancy.com/blog/62754-cross-
device-measurement-in-google-analytics-will-turn-mobile-marketing-on-its-head
• FAQs about Universal Analytics http://www.andersanalytics.com/blog/262-faqs-
about-universal-analytics
• Cross Device Conversion Tracking (Video Webinar) https://
www.youtube.com/watch?v=zSV_gAlnPt8

14. This is all great. Right?

15. Not really.

16. The underlying premise suggests that identifying
the same individual across multiple devices will
improve marketers’ ROI.
Higher frequency of exposure across devices =
better advertising performance
After all, a consumer doesn’t undergo a change of
identity when they close their laptop and open
their smartphone, right?

17. Right. But…

18. Be mindful and take note the different mindsets
and behaviors consumers exhibit as they use their
different devices.

19. Though our persona, Tim remains the same
person while he watch TV, search for beers on
RedMart, check his Facebook feed, and tweets
occasionally on his mobile, he is in very different
mindset – and receptivity to advertising – in each
of these touch-points.

20. – J O S H U A K O R A N
“To target consumers across devices, it is important to evaluate whether the
reach and ROI of tactics are being applied to the right marketing goals.
Because of limitations and privacy implications, tracking the same individual
across devices is best for retention marketing.”

21. – J O S H U A K O R A N
“Acquisition marketing can benefit from cross-device analytics and planning.
However, given the different mindset with use of each device, and the huge
number of consumers targeted by acquisition marketing, the best approach
is to take advantage of the channel-specific targeting abilities of each device
rather than trying to cobble together techniques to find the same user on
each of his devices. Marketers should use techniques to analyse all of the
channels at their disposal – and not be singularly focused on trying to
connect the mobile and desktop experiences.”

22. R E F E R E N C E S A N D A D D I T I O N A L
R E S O U R C E S
• Cross Device Tracking - how to keep tabs on your
visitors. http://www.further.co.uk/blog/cross-device-tracking-how-to-keep-tabs-on-your-visitors
• The Truth About Tracking Consumers Across Devices
http://adage.com/article/digitalnext/truth-cross-device-tracking/243383/
• The New Multi-Screen World - Understanding Cross-
Platform Consumer Behavior http://ssl.gstatic.com/think/docs/the-new-multi-screen-
world-study_research-studies.pdf

23. R E C O M M E N D E D
T O O L S & S E R V I C E S
• http://www.convertro.com/
• http://www.struq.com/
• http://www.intercom.io/
• http://www.rjmetrics.com/
• http://google.com.sg/analytics/

24. T H A N K Y O U
W E B : H O W I E C H A N G . C O M
L I N K E D I N : S G . L I N K E D I N . C O M / I N / H O W I E C H A N G
T W I T T E R : @ H O W I E C