cross-device tracking - the stats

CROSS-DEVICETRACKINGThe StatsWhy it’s importantWhere the tech is

How it’ll change your business

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.

Source: econsultancy.com/blog/66252-12-dumbfounding-stats-from-around-the-digital-world/

BUT, ONLY 3%OF COMPANIEScurrently consider their use

of cross-device data for personalisation as a strength.

ADVANCED CUSTOMER

EXPECTATIONS

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

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.



71%OF CUSTOMERS

react negatively to brand inconsistencies across devices.


IMPORTANCE OF CUSTOMEREXPERIENCE

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.

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.

CUSTOMER EXPERIENCE

YOUR CUSTOMERS ARE CHANNEL

BLINDAn optimal user experience is seamless across channels

and devices.

CUSTOMER BEHAVIOUR

HAS EVOLVED

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


More than 70% of connected customers already use 3 or more devices to access the internet.

CUSTOMER BEHAVIOUR HAS EVOLVED

So, just how big Is mCommerce?

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.

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.


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.


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.


MOBILE CONVERSIONS

STILL LAG

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


Source: http://go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf

Currently only 23% of consumersare happy to purchase on their tabletand just 14% on their smartphones.


Why are mobile conversions lagging?

Poor mobile optimisation Consumer habit: screen size & security

concerns Inaccurate tracking


COOKIES CRUMBLE ON MOBILE

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

HOW DOESCROSS-DEVICE

TRACKING WORK?

There are two methods:

HOW DOES CROSS-DEVICE TRACKING WORK?

PROBABILISTIC

DETERMINISTIC

Uses users’ “personally identifiable information” to create a link between

devices.


DETERMINISTIC MATCHING

ConsRequires scale

Log ins are a barrierPrivacy issues


DETERMINISTIC MATCHING

ProsIt’s 100% accurate.

Analyses thousands of pieces of anonymous data points to create matches

between devices.


PROBABILISTIC MATCHING

ConsNot as accurate


PROBABILISTIC MATCHINGPros

Not limited to logged in users

Less privacy concerns

YOUR CUSTOMERS’ PATH TO PURCHASE IS MORE

COMPLEX THAN FIRST IMAGINED

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

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

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.


Source: https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html


HOW WILL CROSS-DEVICE TRACKING

CHANGE YOUR MARKETING?

Accurate cross-device targeting will enable you to establish a

coherent real-time single customer view.

HOW WILL CROSS-DEVICE TRACKING CHANGE YOUR MARKETING?

REAL-TIME SINGLECUSTOMER VIEW

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

Currently only 18% of companies use a single customer view for the

majority of their marketing.


Source: econsultancy.com/blog/66245-how-are-organisations-optimising-their-customer-experiences/

A RSCV PROVIDES:


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/

A RSCV PROVIDES:


Next level personalisation83% of consumers see value in being

recognized with personalized experiences across all devices.


A RSCV PROVIDES:


Predictive marketing65% of shoppers consider personalizing the

shopping experience based on past shopping behaviour a valuable service.


IT ALL COMES BACK TO YOUR CUSTOMERS

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.

cross-device tracking - the stats

Technology