Cross-Device Tracking - Effective Implementation & Pitfalls to Avoid

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

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Cross-Device Tracking - Effective Implementation & Pitfalls to Avoid

  1. 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. 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. 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. 4. The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
  5. 5. The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
  6. 6. The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
  7. 7. The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
  8. 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. 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. 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. 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. 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. 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. 14. This is all great. Right?
  15. 15. Not really.
  16. 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. 17. Right. But…
  18. 18. Be mindful and take note the different mindsets and behaviors consumers exhibit as they use their different devices.
  19. 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. 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. 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. 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. 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. 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

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