Cross-Device Tracking - The Stats
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Transcript of Cross-Device Tracking - The Stats
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.
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.
ADVANCED CUSTOMER EXPECTATIONS
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
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.
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
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
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.
JUST HOW BIG IS mCOMMERCE?
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?
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?
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
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.
MOBILE CONVERSIONS STILL LAG
Why are mobile conversions lagging?
Poor mobile optimisation Consumer habit: screen size & security
concerns Inaccurate tracking
MOBILE CONVERSIONS STILL LAG
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
Uses users’ “personally identifiable information” to create a link between
devices.
HOW DOES CROSS-DEVICE TRACKING WORK?
DETERMINISTIC MATCHING
ConsRequires scale
Log ins are a barrierPrivacy issues
HOW DOES CROSS-DEVICE TRACKING WORK?
DETERMINISTIC MATCHING
ProsIt’s 100% accurate.
Analyses thousands of pieces of anonymous data points to create matches
between devices.
HOW DOES CROSS-DEVICE TRACKING WORK?
PROBABILISTIC MATCHING
ConsNot as accurate
HOW DOES CROSS-DEVICE TRACKING WORK?
PROBABILISTIC MATCHINGPros
Not limited to logged in users
Less privacy concerns
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.
YOUR CUSTOMERS’ PATH TO PURCHASE IS MORE COMPLEX THAN FIRST IMAGINED
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
Accurate cross-device targeting will enable you to establish a
coherent real-time single customer view.
HOW WILL CROSS-DEVICE TRACKING CHANGE YOUR MARKETING?
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.
REAL TIME SINGLE CUSTOMER VIEW
Source: econsultancy.com/blog/66245-how-are-organisations-optimising-their-customer-experiences/
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/
A RSCV PROVIDES:
REAL TIME SINGLE CUSTOMER VIEW
Next level personalisation83% 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/
A RSCV PROVIDES:
REAL TIME SINGLE CUSTOMER VIEW
Predictive marketing65% 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/