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If You Track It, They Will Come Tracking Multi-Device Users

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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

  1. 1. IF YOU TRACK IT, THEY WILL COME TRACKING MULTI-DEVICE USERS Ernie St. Gelais Co-President/CTO, LinkConnector
  2. 2. • 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
  3. 3. • 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
  4. 4. MOBILE’S IMPACT ON MULTI-DEVICE USAGE
  5. 5. MOBILE’S IMPACT ON MULTI-DEVICE USAGE
  6. 6. WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD
  7. 7. 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
  8. 8. HOW IS MULTI-DEVICE TRACKING DIFFERENT? CAN TRACK CANNOT TRACK
  9. 9. 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)
  10. 10. 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
  11. 11. DEVICE VS. PLATFORM
  12. 12. HOW DOES IT WORK? RedShirt.com
  13. 13. HOW DOES IT WORK? COOKIE DEVICE USER ID C0001 Phone 1234 C0002 Tablet 1234 C0003 Desktop 1234 C0001 C0003
  14. 14. HOW DOES IT WORK? C0001 C0003 CAN TRACK
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. WHY IS MULTI-DEVICE TRACKING IMPORTANT TO YOU? • Affiliate promotion • User activity • Aggregated user info • Conversion % increase • Channel value
  19. 19. 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!
  20. 20. QUESTIONS (FIRE AWAY)
  21. 21. THANK YOU! • Ernie St. Gelais • Co-President, CTO • LinkConnector Corporation • ernie.st.gelais@linkconnector.com

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