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If You Track It, They Will Come Tracking Multi-Device Users
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If You Track It, They Will Come Tracking Multi-Device Users
Jul. 25, 2016•0 likes•515 views
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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: 4 in 10 purchases involve multiple devices or channels. Is your program/network equipped to track affiliate conversions in a rapidly evolving, multi-device era? Turn this challenge into opportunity.
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If You Track It, They Will Come Tracking Multi-Device Users
- IF YOU TRACK IT, THEY WILL COME TRACKING MULTI-DEVICE USERS Ernie St. Gelais Co-President/CTO, LinkConnector
- • Boston Sports Fan • 3 Super Bowls & 2 World Series • Father of 3 Boys • New Grandfather • Avid Pokemon Go Player • Air Force Veteran ABOUT ERNIE ST. GELAIS
- • Boston Sports Fan • 3 Super Bowls & 2 World Series • Father of 3 Boys • New Grandfather • Avid Pokemon Go Player • Air Force Veteran ABOUT ERNIE ST. GELAIS
- MOBILE’S IMPACT ON MULTI-DEVICE USAGE
- MOBILE’S IMPACT ON MULTI-DEVICE USAGE
- WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD
- WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD Pew indicates that 66% of Americans own at least two of the primary digital devices – smartphone, desktop/computer, or tablet MOST POPULAR DEVICES USED TO SEARCH THE INTERNET EMERGING DEVICES DEVICES USED TO SEARCH THE INTERNET and 36% own all three. Source: Global Web Index
- HOW IS MULTI-DEVICE TRACKING DIFFERENT? CAN TRACK CANNOT TRACK
- WHAT IS THE TECH BEHIND MULTI-DEVICE? • There are two primary competing methodologies: Deterministic and Probabilistic • Implementations are usually one of two types: Device or Platform • Any implementation requires substantial data accumulation and aggregation in order to build user profiles • Most networks can’t do it alone, requiring Data Partners (both affiliates and merchants)
- DETERMINISTIC VS. PROBABILISTIC Source: Affiliate Window Deterministic • Definitive user identification • No assumptive calculations • Cross device identification • Desktop and mobile cookies • 100% accurate Probabilistic • No user identification • Assumptive based tracking • Varied data sources • More reach • Less accurate
- DEVICE VS. PLATFORM
- HOW DOES IT WORK? RedShirt.com
- HOW DOES IT WORK? COOKIE DEVICE USER ID C0001 Phone 1234 C0002 Tablet 1234 C0003 Desktop 1234 C0001 C0003
- HOW DOES IT WORK? C0001 C0003 CAN TRACK
- MULTI-DEVICE CONVERSIONS 0.000% 5.000% 10.000% 15.000% 20.000% 25.000% 12/1/2015 1/1/2016 2/1/2016 3/1/2016 4/1/2016 5/1/2016 6/1/2016 7/1/2016
- CLICK TO EVENT DIFFERENCES 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829 Days Multi-Device 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829 Days Traditional 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00% 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829 Days Multi-Device 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 Days Traditional
- PROMOTION TYPE DIFFERENCES Content 4% Coupon 27% Display 68% Loyalty 1% Multi-Device Content 8% Coupon 69% Display 21% Loyalty 2% Traditional Comparison 9% Content 20% Coupon 51% Display 10% Loyalty 5% Search 5% Traditional Comparison 5% Content 32% Coupon 25% Display 21% Loyalty 5% Search 12% Multi-Device
- WHY IS MULTI-DEVICE TRACKING IMPORTANT TO YOU? • Affiliate promotion • User activity • Aggregated user info • Conversion % increase • Channel value
- WHAT SHOULD YOU BE DOING? • Be a part of the movement. Does your favorite network offer multi-device tracking? • Contact your affiliate network (Adbrain, Affiliate Window, LinkConnector) about how they do multi-device tracking and how you can participate. Ernie’s Favorite!
- QUESTIONS (FIRE AWAY)
- THANK YOU! • Ernie St. Gelais • Co-President, CTO • LinkConnector Corporation • ernie.st.gelais@linkconnector.com
Editor's Notes
- We’ve all see charts like this where mobile usage (in this case smartphones and tablets) has surpassed desktop usage. This increase in mobile usage is significant, but we sometimes lose track of the fact that this graph has two lines. While Desktop usage has been passed it is still climbing.
- If we look at the time spent on various devices, we again see mobile as surpassing desktops, but desktops still represent a significant amount. Also note the third category of other connected devices. Tracks well with 60% mobile usage
- It’s about user habits in a multi-device world and how to effectively track them in Affiliate Marketing. How many of you own a computer? How many own a smartphone? Tablet? How many own all three? Does your household have a gaming system? Smart TV? Do you drive a Tesla? Tag cloud with various device types.
- Source: Global Web Index
- The issue isn’t tracking on various devices. Networks have done this for 20 years. If a promotion and the event occur on the same device, networks can generally track The issue is tracking promotions that begin on one device and end on another. Traditional cookie tracking technology cannot track across devices/platforms
- There are several networks that say they have some version of multi-device tracking (see if we can get a list). This charts attempts to simplify the different technological approaches Cpt database creation assisted by affiliates/merchants and usable across merchants/offers Data that is available Devices Base location Device Usage This isn’t just about identifying devices (Mobile, Tablet, Desktop), but about tracking them What distinguishes Cross Platform from Cross Device
- Say you’ve dropped your spouse off at the store and are waiting in your car until they come out. To pass the time you start surfing on your phone for that red shirt you need for a Valentine’s Day party. You search for ‘red shirt’ and are presented with a paid affiliate search result from redshirt.com which you immediately click to check it out. You like the shirt, but decide it would be too much of a hassle to go through the checkout process on your phone, so you decide to wait until you can access redshirt.com on your computer. Once home, you go straight to your desktop to do exactly that, and eagerly await the arrival of the gorgeous shirt which you know will make you stand out at the party.
- The cookie from the phone was recorded and is in the network database. Unfortunately when the network confirmation code loads on the merchant’s confirmation page, there is that cookie is not available. So, normally, that affiliate-promoted event would not be credited. However, the multi-device profile database allows the network to related the promotion cookie to the event and credit the affiliate.
- The cookie from the phone was recorded and is in the network database. Unfortunately when the network confirmation code loads on the merchant’s confirmation page, there is that cookie is not available. So, normally, that affiliate-promoted event would not be credited. However, the multi-device profile database allows the network to related the promotion cookie to the event and credit the affiliate.
- Chart showing increase of CPT conversions over time.
- Click to event time differences
- Chart showing differences between promotion types
- As an Affiliate Crediting Data back to merchants about user activity (where are they being most effectively promoted). Resulting in a Very Effective Affiliate Program
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