if you track it, they will come tracking multi-device users
TRANSCRIPT
IF YOU TRACK IT, THEY WILL COME TRACKING MULTI-DEVICE USERS
Ernie St. Gelais Co-President/CTO, LinkConnector
• Boston Sports Fan• 3 Super Bowls & 2 World Series• Father of 3 Boys• New Grandfather• Avid Pokemon Go Player• Air Force Veteran
ABOUT ERNIE ST. GELAIS
• Boston Sports Fan• 3 Super Bowls & 2 World Series• Father of 3 Boys• New Grandfather• Avid Pokemon Go Player• Air Force Veteran
ABOUT ERNIE ST. GELAIS
MOBILE’S IMPACT ON MULTI-DEVICE USAGE
MOBILE’S IMPACT ON MULTI-DEVICE USAGE
WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD
WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD
Pew indicates that 66% of Americans own at least two of the primary digital devices – smartphone, desktop/computer, or tablet
MOST POPULAR DEVICES USED TO SEARCH THE INTERNET
EMERGING DEVICES DEVICES USED TO SEARCH THE INTERNET
and 36% own all three.
Source: Global Web Index
HOW IS MULTI-DEVICE TRACKING DIFFERENT?
CAN TRACK
CANNOT TRACK
WHAT IS THE TECH BEHIND MULTI-DEVICE?
• There are two primary competing methodologies: Deterministic and Probabilistic• Implementations are usually one of two types: Device or Platform
• Any implementation requires substantial data accumulation and aggregation in order to build user profiles
• Most networks can’t do it alone, requiring Data Partners (both affiliates and merchants)
DETERMINISTIC VS. PROBABILISTIC
Source: Affiliate Window
Deterministic
• Definitive user identification• No assumptive calculations• Cross device identification• Desktop and mobile cookies• 100% accurate
Probabilistic
• No user identification• Assumptive based tracking• Varied data sources• More reach• Less accurate
DEVICE VS. PLATFORM
HOW DOES IT WORK?
RedShirt.com
HOW DOES IT WORK?
COOKIE DEVICE USER ID
C0001 Phone 1234
C0002 Tablet 1234
C0003 Desktop 1234
C0001
C0003
HOW DOES IT WORK?
C0001
C0003
CAN TRACK
MULTI-DEVICE CONVERSIONS
12/1/20
15
12/8/20
15
12/15/2
015
12/22/2
015
12/29/2
015
1/5/20
16
1/12/20
16
1/19/20
16
1/26/20
16
2/2/20
16
2/9/20
16
2/16/20
16
2/23/20
16
3/1/20
16
3/8/20
16
3/15/2
016
3/22/20
16
3/29/20
16
4/5/20
16
4/12/20
16
4/19/20
16
4/26/20
16
5/3/20
16
5/10/20
16
5/17/20
16
5/24/20
16
5/31/20
16
6/7/201
6
6/14/2
016
6/21/20
16
6/28/20
16
7/5/20
16
7/12/20
160.000%
5.000%
10.000%
15.000%
20.000%
25.000%
CLICK TO EVENT DIFFERENCES
0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Multi-Device
Days
0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Traditional
Days
0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%20.00%
Multi-Device
Days
0 2 4 6 8 10 12 14 16 18 20 22 24 26 280.00%
10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%
100.00%
Traditional
Days
PROMOTION TYPE DIFFERENCES
Content4%
Coupon27%
Display68%
Loyalty0%
Multi-DeviceContent
8%
Coupon69%
Display21%
Loyalty2%
Traditional
Comparison9%
Content20%
Coupon51%
Display10%
Loyalty5%
Search5%
TraditionalComparison
5%
Content32%
Coupon25%
Display22%
Loyalty5%
Search12%
Multi-Device
WHY IS MULTI-DEVICE TRACKING IMPORTANT TO YOU?
• Affiliate promotion• User activity• Aggregated user info
• Conversion % increase• Channel value
WHAT SHOULD YOU BE DOING?
• Be a part of the movement. Does your favorite network offer multi-device tracking?• Contact your affiliate network (Adbrain, Affiliate Window, LinkConnector) about how
they do multi-device tracking and how you can participate.
Ernie’s Favorite!
QUESTIONS (FIRE AWAY)
