Cross-Device Tracking - The Stats
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The document discusses the importance of cross-device tracking in enhancing customer experiences, as 83% of consumers value personalized interactions across devices, yet only 3% of companies leverage cross-device data effectively. Increasingly, customers expect seamless shopping experiences despite switching devices, with 71% willing to change retailers over poor online experiences. Effective cross-device tracking can lead to improved marketing strategies, enhanced customer recognition, and greater revenue opportunities.
Cross-Device Tracking - The Stats
- 1. CROSS-DEVICE TRACKING The Stats Why it’s important Where the tech is How it’ll change your business
- 2. 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.
- 3. Source: econsultancy.com/blog/66252-12-dumbfounding-stats-from-around-the-digital-world/ BUT, ONLY 3% OF COMPANIES currently consider their use of cross-device data for personalisation as a strength.
- 5. 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
- 6. 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
- 7. 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
- 9. 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.
- 10. 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.
- 11. CUSTOMER EXPERIENCE YOUR CUSTOMERS ARE CHANNEL BLIND An optimal user experience is seamless across channels and devices.
- 13. 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
- 14. 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
- 15. So, just how big Is mCommerce?
- 16. 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.
- 17. 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?
- 18. 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?
- 19. 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?
- 21. 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
- 22. Source: http://go.tapad.com/rs/tapad/images/Tapad%20-%20The%20New%20Path-To-Purchase.pdf Currently only 23% of consumers are happy to purchase on their tablet and just 14% on their smartphones. MOBILE CONVERSIONS STILL LAG
- 23. Why are mobile conversions lagging? Poor mobile optimisation Consumer habit: screen size & security concerns Inaccurate tracking MOBILE CONVERSIONS STILL LAG
- 25. 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
- 27. There are two methods: HOW DOES CROSS-DEVICE TRACKING WORK? PROBABILISTIC DETERMINISTIC
- 28. Uses users’ “personally identifiable information” to create a link between devices. HOW DOES CROSS-DEVICE TRACKING WORK? DETERMINISTIC MATCHING
- 29. Cons Requires scale Log ins are a barrier Privacy issues HOW DOES CROSS-DEVICE TRACKING WORK? DETERMINISTIC MATCHING Pros It’s 100% accurate.
- 30. Analyses thousands of pieces of anonymous data points to create matches between devices. HOW DOES CROSS-DEVICE TRACKING WORK? PROBABILISTIC MATCHING
- 31. Cons Not as accurate HOW DOES CROSS-DEVICE TRACKING WORK? PROBABILISTIC MATCHING Pros Not limited to logged in users Less privacy concerns
- 32. YOUR CUSTOMERS’ PATH TO PURCHASE IS MORE COMPLEX THAN FIRST IMAGINED
- 34. 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
- 35. 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
- 36. 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
- 37. HOW WILL CROSS-DEVICE TRACKING CHANGE YOUR MARKETING?
- 38. Accurate cross-device targeting will enable you to establish a coherent real-time single customer view. HOW WILL CROSS-DEVICE TRACKING CHANGE YOUR MARKETING?
- 40. 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
- 41. 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/
- 42. 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/
- 43. A RSCV PROVIDES: REAL TIME SINGLE CUSTOMER VIEW Next level personalisation 83% 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/
- 44. A RSCV PROVIDES: REAL TIME SINGLE CUSTOMER VIEW Predictive marketing 65% 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/
- 45. IT ALL COMES BACK TO YOUR CUSTOMERS
- 46. 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.