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Advanced Analytics: How to track and analyze visitors across multiple devices

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Research shows that the average consumer in the US owns 3.64 connected devices. Yet, we as marketers​, are still stuck track​ing​ browsers, not real people​.

At this month's Wine & Web, Chris Madden from Matchnode, will be teaching us how to use cross-device tracking to make better marketing decisions. We'll discuss:

Different cross-device tracking platforms and how they work
Why you need to track across multiple devices
How to begin
Why it's not as creepy as you might think
You'll leave with actionable first steps and a list of resources, platforms and tools to help you along the way.

Published in: Internet
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Advanced Analytics: How to track and analyze visitors across multiple devices

  1. 1. WINE & WEB #66 HOW TO TRACK & ANALYZE VISITORS ACROSS MULTIPLE DEVICES @matchnode @maddencm
  2. 2. @matchnodeWHAT’S TO COME – CONTENTS 1. WHY? 2. SOME TOOLS & PLATFORMS 3. THREE TYPES OF CROSS DEVICE TRACKING 4. KEY REPORTS 5. EXAMPLES 7. THE FUTURE 6. IS THIS CREEPY? 8. ACTIONABLE TAKEAWAYS
  3. 3. @matchnode 3.64 devices per digital consumer in the US
  4. 4. @matchnodeLead AdsWHY? source: The Magic of Universal Analytics The Old Analytics
  5. 5. @matchnodeLead AdsWHY? source: The Magic of Universal Analytics The “Real” Journey
  6. 6. @matchnodeSOME PLATFORMS & TOOLS 190K20K live sites 61K 253K Builtwith: source
  7. 7. @matchnode3 TYPES OF CROSS-DEVICE TRACKING 1. Owning an eco-system (a “walled garden”) 2. Having visitors log in (“deterministic”) 3. Fingerprinting (“probabilistic”)
  8. 8. @matchnode1. WALLED GARDEN + large install / visitor base + used across multiple devices + analytics + ad platform
  9. 9. @matchnode1A. FACEBOOK’s WALLED GARDEN reach frequency
  10. 10. @matchnode1A. FACEBOOK’s WALLED GARDEN reach frequency
  11. 11. @matchnode1A. FACEBOOK’s WALLED GARDEN
  12. 12. @matchnode1B. GOOGLE’s WALLED GARDEN Cross device retargeting + attribution Session unification: link No personally identifiable info
  13. 13. @matchnode1B. GOOGLE’s WALLED GARDEN
  14. 14. @matchnode Source 1B. GOOGLE’s WALLED GARDEN
  15. 15. @matchnode2. DETERMINISTIC (LOGGED-IN)
  16. 16. @matchnode3. PROBABILISTIC (FINGERPRINTING)
  17. 17. @matchnode3. PROBABILISTIC (FINGERPRINTING)
  18. 18. @matchnode3. PROBABILISTIC (FINGERPRINTING) https://amiunique.org browser vs device fingerprinting
  19. 19. @matchnode3 TYPES OF CROSS-DEVICE TRACKING 1. Owning an eco-system (a “walled garden”) 2. Having visitors log in (“deterministic”) 3. Fingerprinting (“probabilistic”)
  20. 20. @matchnode business insightslong term
  21. 21. @matchnodeTWO KEY REPORTS 2. Retention 1. Cohort
  22. 22. @matchnodeCOHORT REPORTS DEFINED “a cohort is a group of people who share a common characteristic or experience within a defined period of time… …analysis allows you to track groups of people over long periods of time… …track their activity apart from other groups.” Source: KISSmetrics
  23. 23. @matchnodeBASIC COHORT EXAMPLE: SIGNUPS
  24. 24. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS
  25. 25. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS Reorder rate: all traffic
  26. 26. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS Reorder rate: retailmenot traffic
  27. 27. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS Compare a segment (retailmenot) to the whole Retailmenot traffic All traffic
  28. 28. @matchnode FACEBOOK AD EXAMPLE: MESSAGING UP AND DOWN THE FUNNEL
  29. 29. @matchnode FACEBOOK AD EXAMPLE: MESSAGING UP AND DOWN THE FUNNEL
  30. 30. @matchnode FACEBOOK AD EXAMPLE: MESSAGING UP AND DOWN THE FUNNEL
  31. 31. @matchnode FACEBOOK AD EXAMPLE: MESSAGING UP AND DOWN THE FUNNEL
  32. 32. @matchnode TERMINAL RETENTION CURVE % ACTIVE (WEEKLY) WEEKS OUT FROM SIGNUP THE ULTIMATE RETENTION GRAPH
  33. 33. @matchnodeCREEPY OR NOT?
  34. 34. @matchnodeCREEPY OR NOT?
  35. 35. @matchnodeFTC’s COMMENTS Source “cross-device tracking facilitates seamless experiences, helps to prevent fraud & more effectively target ads, can increase competition in advertising. However, often takes place without consumers’ knowledge. limited choices to control such tracking, and result in caches of more sensitive data that need to be protected”
  36. 36. @matchnodeFUTURE IMPLICATIONS Rearview mirror to predictive End of privacy concerns BUT own your data Evolved enterprises Source: https://michaelhaupt.com/the-future-of-marketing-and-advertising-e52663f63104#.drezur9n6
  37. 37. @matchnodeACTIONABLE TAKEAWAYS 1. Adopt a multi-device POV 2. Use Facebook ads as a testing ground 3. Start with identifying across sessions (small biz? tend.io) 4. Advanced: try Mixpanel or KISSmetrics
  38. 38. @matchnodeRESOURCES --ArsTechnica: Online Fingerprinting: link --Limits to GA’s User ID Views: link --Matchnode Analytics Podcast: link --KISSmetrics blog: link --Cardinal Path: 3 Types of Cross Device Tracking: link --Data Does Good: link --Foursqaure as Google Analytics for Physical World: link
  39. 39. @matchnode Hit us up @Matchnode Questions?

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