The document discusses how using cross-device data is important for online retailers to understand customer purchasing behavior across multiple devices. Some key points made include: - Over 1.7 billion transactions occur annually across desktop, smartphone, and tablet totaling $720 billion in annual sales. - Looking at purchasing data from a single device perspective provides an inaccurate picture, as 31% of smartphone transactions, 36% of tablet transactions, and 28% of desktop transactions involved two or more devices. - All retail sectors see increased conversion rates when taking a user-centric view of cross-device data compared to a device-centric view. - Retailers need to ensure a consistent and seamless user experience across all devices to