The document discusses the importance of cross-device tracking in enhancing customer experiences, as 83% of consumers value personalized interactions across devices, yet only 3% of companies leverage cross-device data effectively. Increasingly, customers expect seamless shopping experiences despite switching devices, with 71% willing to change retailers over poor online experiences. Effective cross-device tracking can lead to improved marketing strategies, enhanced customer recognition, and greater revenue opportunities.

1. CROSS-DEVICE
TRACKING
The Stats
Why it’s important
Where the tech is
How it’ll change your business

2. Source: http://www.mybuys.com/people-spoken-we-are-ready-for-you-to-know-us/
83%
OF CONSUMERS
see value in being recognized with
personalized experiences across all
devices.

3. Source: econsultancy.com/blog/66252-12-dumbfounding-stats-from-around-the-digital-world/
BUT, ONLY 3%
OF COMPANIES
currently consider their use
of cross-device data for personalisation
as a strength.

4. ADVANCED
CUSTOMER
EXPECTATIONS

5. Source: evigo.com/19853-uk-71-consumers-will-switch-to-an-alternative-retailer-because-of-poor-online-shopping-experience
71%
OF CUSTOMERS
would be likely to switch retailers due to a
poor online experience.
ADVANCED CUSTOMER EXPECTATIONS

6. Source: go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf
19%
already expect their “shopping experience
to continue across devices” – regardless of
whether they’re logged in or not.
ADVANCED CUSTOMER EXPECTATIONS

7. Source: go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf
71%
OF CUSTOMERS
react negatively to brand inconsistencies
across devices.
ADVANCED CUSTOMER EXPECTATIONS

8. IMPORTANCE
OF CUSTOMER
EXPERIENCE

9. CUSTOMER EXPERIENCE
Source: econsultancy.com/blog/66245-how-are-organisations-optimising-their-customer-experiences/
96%
OF BRANDS
stated customer experience is important
to their business.

10. CUSTOMER EXPERIENCE
Source: mycustomer.com/feature/experience/what-will-be-biggest-customer-experience-trends-2015/168929
89%
OF MARKETERS
predict customer experience will be the
primary basis for competitive differentiation
by 2017.

11. CUSTOMER EXPERIENCE
YOUR CUSTOMERS
ARE CHANNEL BLIND
An optimal user experience
is seamless across channels
and devices.

12. CUSTOMER
BEHAVIOUR
HAS EVOLVED

13. Source: emarketer.com/Article/Mobile-Stakes-Its-Claim-on-Local-Search/1009801
In 2015 local mobile searches
(85.9 billion) are expected to exceed desktop
searches (84 billion) for the first time.
CUSTOMER BEHAVIOUR HAS EVOLVED

14. Source: go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf
More than 70% of connected customers
already use 3 or more devices to access
the internet.
CUSTOMER BEHAVIOUR HAS EVOLVED

15. So, just how big Is
mCommerce?

16. JUST HOW BIG IS mCOMMERCE?
https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
65% of multi-device shoppers start their
shopping journey on a smartphone.

17. Source: http://www.criteo.com/media/1894/criteo-state-of-mobile-commerce-q1-2015-ppt.pdf
By the end of 2015, the mCommerce sector
is set to account for 40% of global
eCommerce transactions.
JUST HOW BIG IS mCOMMERCE?

18. Source: idgknowledgehub.com/mobileidg/idg-mobile-survey/
87% of all connected devices globally are
likely to be smartphones or tablets just two
years from now.
JUST HOW BIG IS mCOMMERCE?

19. Source: www.vouchercodes.co.uk/press/release/report-retailers-missing-out-on-6-6-billion-a-year-by-not-going-mobile-377.html
In the UK alone, the retail industry is
sacrificing £6.6 billion a year due to
organisations’ lack of investment in their
mobile offering.
JUST HOW BIG IS mCOMMERCE?

20. MOBILE
CONVERSIONS
STILL LAG

21. Source: www.criteo.com/media/1894/criteo-state-of-mobile-commerce-q1-2015-ppt.pdf
Mobile conversions
currently stand at
2.7%
MOBILE CONVERSIONS STILL LAG
compared to
4.4%
on desktop
MOBILE CONVERSIONS STILL LAG

22. Source: http://go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf
Currently only 23% of consumers
are happy to purchase on their tablet
and just 14% on their smartphones.
MOBILE CONVERSIONS STILL LAG

23. Why are mobile conversions lagging?
Poor mobile optimisation
Consumer habit: screen size & security concerns
Inaccurate tracking
MOBILE CONVERSIONS STILL LAG

24. COOKIES CRUMBLE
ON MOBILE

25. When a user switches devices, the rigid cookie
struggles to make the jump with them.
To give customers a joined up experience across every
channel you need a more accurate way of tracking them…this
leads us to cross-device tracking.
COOKIES CRUMBLE ON MOBILE

26. HOW DOES
CROSS-DEVICE
TRACKING WORK?

27. There are two methods:
HOW DOES CROSS-DEVICE TRACKING WORK?
PROBABILISTIC
DETERMINISTIC

28. Uses users’ “personally identifiable information”
to create a link between devices.
HOW DOES CROSS-DEVICE TRACKING WORK?
DETERMINISTIC MATCHING

29. Cons
Requires scale
Log ins are a barrier
Privacy issues
HOW DOES CROSS-DEVICE TRACKING WORK?
DETERMINISTIC MATCHING
Pros
It’s 100% accurate.

30. Analyses thousands of pieces of anonymous data
points to create matches between devices.
HOW DOES CROSS-DEVICE TRACKING WORK?
PROBABILISTIC MATCHING

31. Cons
Not as accurate
HOW DOES CROSS-DEVICE TRACKING WORK?
PROBABILISTIC MATCHING
Pros
Not limited to logged
in users
Less privacy concerns

32. YOUR CUSTOMERS’ PATH TO
PURCHASE IS MORE COMPLEX
THAN FIRST IMAGINED

33. Source: https://ssl.gstatic.com/think/docs/multi-screen-world-infographic_infographics.pdf

34. Source: http://www.brandrepublic.com/article/1225960/people-swap-devices-21-times-hour-says-omd
The average internet browser sitting
at home can switch devices up to
21 times an hour.
YOUR CUSTOMERS’ PATH TO PURCHASE IS MORE
COMPLEX THAN FIRST IMAGINED

35. Source: http://go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf
31% of online customers
used multiple devices for
their last purchase.
YOUR CUSTOMERS’ PATH TO PURCHASE IS MORE
COMPLEX THAN FIRST IMAGINED

36. Source: https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
YOUR CUSTOMERS’ PATH TO PURCHASE IS MORE
COMPLEX THAN FIRST IMAGINED

37. HOW WILL CROSS-DEVICE
TRACKING CHANGE YOUR
MARKETING?

38. Accurate cross-device targeting will
enable you to establish a coherent
real-time single customer view.
HOW WILL CROSS-DEVICE TRACKING CHANGE
YOUR MARKETING?

39. REAL-TIME SINGLE
CUSTOMER VIEW

40. WHAT’S A REAL-TIME SCV?
REAL TIME SINGLE CUSTOMER VIEW
The move from organisational led
communications to customer led ‘in the
moment’ interactions based on real-
time data

41. Currently only 18% of companies
use a single customer view for the
majority of their marketing.
REAL TIME SINGLE CUSTOMER VIEW
Source: econsultancy.com/blog/66245-how-are-organisations-optimising-their-customer-experiences/

42. A RSCV PROVIDES:
REAL TIME SINGLE CUSTOMER VIEW
Improved targeting and messaging
77% of shoppers state they don’t think retailers
recognize them across devices.
Source: www.mybuys.com/people-spoken-we-are-ready-for-you-to-know-us/

43. A RSCV PROVIDES:
REAL TIME SINGLE CUSTOMER VIEW
Next level personalisation
83% of consumers see value in being recognized with
personalized experiences across all devices.
Source: www.mybuys.com/people-spoken-we-are-ready-for-you-to-know-us/

44. A RSCV PROVIDES:
REAL TIME SINGLE CUSTOMER VIEW
Predictive marketing
65% of shoppers consider personalizing the
shopping experience based on past shopping
behaviour a valuable service.
Source: www.mybuys.com/people-spoken-we-are-ready-for-you-to-know-us/

45. IT ALL COMES BACK TO
YOUR CUSTOMERS

46. IT ALL COMES BACK TO YOUR CUSTOMERS
Achieving a real-time SCV, through cross-
device tracking, will maximise your opportunity
to drive incremental revenue & deliver an
improved customer experience.