if you track it, they will come tracking multi-device users
TRANSCRIPT
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IF YOU TRACK IT, THEY WILL COME TRACKING MULTI-DEVICE USERS
Ernie St. Gelais Co-President/CTO, LinkConnector
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• 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
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• 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
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MOBILE’S IMPACT ON MULTI-DEVICE USAGE
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MOBILE’S IMPACT ON MULTI-DEVICE USAGE
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WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD
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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
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HOW IS MULTI-DEVICE TRACKING DIFFERENT?
CAN TRACK
CANNOT TRACK
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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)
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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
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DEVICE VS. PLATFORM
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HOW DOES IT WORK?
RedShirt.com
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HOW DOES IT WORK?
COOKIE DEVICE USER ID
C0001 Phone 1234
C0002 Tablet 1234
C0003 Desktop 1234
C0001
C0003
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HOW DOES IT WORK?
C0001
C0003
CAN TRACK
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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%
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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
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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
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WHY IS MULTI-DEVICE TRACKING IMPORTANT TO YOU?
• Affiliate promotion• User activity• Aggregated user info
• Conversion % increase• Channel value
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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!
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QUESTIONS (FIRE AWAY)