Research shows that the average consumer in the US owns 3.64 connected devices. Yet, we as marketers​, are still stuck track​ing​ browsers, not real people​. At this month's Wine & Web, Chris Madden from Matchnode, will be teaching us how to use cross-device tracking to make better marketing decisions. We'll discuss: Different cross-device tracking platforms and how they work Why you need to track across multiple devices How to begin Why it's not as creepy as you might think You'll leave with actionable first steps and a list of resources, platforms and tools to help you along the way.

1. WINE & WEB #66
HOW TO TRACK & ANALYZE
VISITORS ACROSS
MULTIPLE DEVICES
@matchnode @maddencm

2. @matchnodeWHAT’S TO COME – CONTENTS
1. WHY?
2. SOME TOOLS & PLATFORMS
3. THREE TYPES OF CROSS DEVICE TRACKING
4. KEY REPORTS
5. EXAMPLES
7. THE FUTURE
6. IS THIS CREEPY?
8. ACTIONABLE TAKEAWAYS

3. @matchnode
3.64 devices per digital consumer in the US

4. @matchnodeLead AdsWHY?
source: The Magic of Universal Analytics
The Old Analytics

5. @matchnodeLead AdsWHY?
source: The Magic of Universal Analytics
The “Real” Journey

6. @matchnodeSOME PLATFORMS & TOOLS
190K20K live sites
61K 253K
Builtwith: source

7. @matchnode3 TYPES OF CROSS-DEVICE TRACKING
1. Owning an eco-system (a “walled garden”)
2. Having visitors log in (“deterministic”)
3. Fingerprinting (“probabilistic”)

8. @matchnode1. WALLED GARDEN
+ large install / visitor base
+ used across multiple devices
+ analytics
+ ad platform

9. @matchnode1A. FACEBOOK’s WALLED GARDEN
reach
frequency

10. @matchnode1A. FACEBOOK’s WALLED GARDEN
reach
frequency

11. @matchnode1A. FACEBOOK’s WALLED GARDEN

12. @matchnode1B. GOOGLE’s WALLED GARDEN
Cross device retargeting + attribution
Session unification: link
No personally identifiable info

13. @matchnode1B. GOOGLE’s WALLED GARDEN

14. @matchnode
Source
1B. GOOGLE’s WALLED GARDEN

15. @matchnode2. DETERMINISTIC (LOGGED-IN)

16. @matchnode3. PROBABILISTIC (FINGERPRINTING)

17. @matchnode3. PROBABILISTIC (FINGERPRINTING)

18. @matchnode3. PROBABILISTIC (FINGERPRINTING)
https://amiunique.org
browser vs device fingerprinting

19. @matchnode3 TYPES OF CROSS-DEVICE TRACKING
1. Owning an eco-system (a “walled garden”)
2. Having visitors log in (“deterministic”)
3. Fingerprinting (“probabilistic”)

20. @matchnode
business insightslong term

21. @matchnodeTWO KEY REPORTS
2. Retention
1. Cohort

22. @matchnodeCOHORT REPORTS DEFINED
“a cohort is a group of people who share
a common characteristic or experience
within a defined period of time…
…analysis allows you to track groups of
people over long periods of time…
…track their activity apart from other
groups.” Source: KISSmetrics

23. @matchnodeBASIC COHORT EXAMPLE: SIGNUPS

24. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS

25. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS
Reorder
rate: all
traffic

26. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS
Reorder
rate:
retailmenot
traffic

27. @matchnodeCOHORT EXAMPLE: COUPONS & CHANNELS
Compare a segment (retailmenot) to the whole
Retailmenot traffic
All traffic

28. @matchnode
FACEBOOK AD EXAMPLE: MESSAGING
UP AND DOWN THE FUNNEL

29. @matchnode
FACEBOOK AD EXAMPLE: MESSAGING
UP AND DOWN THE FUNNEL

30. @matchnode
FACEBOOK AD EXAMPLE: MESSAGING
UP AND DOWN THE FUNNEL

31. @matchnode
FACEBOOK AD EXAMPLE: MESSAGING
UP AND DOWN THE FUNNEL

32. @matchnode
TERMINAL RETENTION CURVE
% ACTIVE
(WEEKLY)
WEEKS OUT FROM SIGNUP
THE ULTIMATE RETENTION GRAPH

33. @matchnodeCREEPY OR NOT?

34. @matchnodeCREEPY OR NOT?

35. @matchnodeFTC’s COMMENTS
Source
“cross-device tracking facilitates seamless
experiences, helps to prevent fraud & more
effectively target ads, can increase
competition in advertising. However, often
takes place without consumers’
knowledge. limited choices to control such
tracking, and result in caches of more
sensitive data that need to be protected”

36. @matchnodeFUTURE IMPLICATIONS
Rearview mirror to predictive
End of privacy concerns
BUT own your data
Evolved enterprises
Source: https://michaelhaupt.com/the-future-of-marketing-and-advertising-e52663f63104#.drezur9n6

37. @matchnodeACTIONABLE TAKEAWAYS
1. Adopt a multi-device POV
2. Use Facebook ads as a testing ground
3. Start with identifying across sessions (small biz?
tend.io)
4. Advanced: try Mixpanel or KISSmetrics

38. @matchnodeRESOURCES
--ArsTechnica: Online Fingerprinting: link
--Limits to GA’s User ID Views: link
--Matchnode Analytics Podcast: link
--KISSmetrics blog: link
--Cardinal Path: 3 Types of Cross Device Tracking: link
--Data Does Good: link
--Foursqaure as Google Analytics for Physical World: link

39. @matchnode
Hit us up @Matchnode
Questions?