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Handle cross-device attribution

Use case

Better understand multi-device client behavior to create targeted user experiences and increase conversions.

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1. Invest more time, effort, and money to develop your mobile site rather than create a mobile application.

Users prefer mobile sites over applications.

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2. Send push notifications to users on mobile during work hours, and tablets during the evening.

Time-sensitive messages take advantage of a user’s cross-device visits.

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3. Use deterministic and probabilistic matching to create personal IDs and recognize the same person cross-device.

Deterministic matching involves a client’s email or login information. Probabilistic matching software such as Drawbridge or Crosswise group users based on location, device type, and operating system.

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4. Collect non-PII (personally identifiable information) data with your CRM (customer relationship management) software.

Such as client demographics, geography, search activity, keywords used, frequented blog topics, and applicable past purchase.

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5. Use a DMP (data management platform) like Oracle BMP or Marketo to segregate your users into different personas.

For example, segregate clients into groups based on demographics like, geography, user search activity, keywords, long or short term clients, business or personal clients.

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6. Create specific messages, personalized layouts, and campaigns for each persona.

For example, send your onboarding campaign to new subscribers, or send business clients emails during office hours.

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7. Implement single click links, proceed to cart pop-ups, and help notifications, to make user tasks easier to complete.

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8. Integrate a DSP (demand-side platform) with your DMP to capture real-time user data and send ads immediately through their social networks.

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Current Playbook:

Handle cross-device attribution

Mar 14, 2022

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Blog - How to Handle Mobile "Moneyball Syndrome" & Cross-Device Attribution

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