1. Science Behind Cross-device Conversion Tracking

2. Cross – device behavior of connected consumers
A marketing definition can be put up as –
“Connected customers are the perpetually connected individuals to each other, to internet and to brands through the adoption of one or more internet-connected devices”
Connected consumers by definition are - Consumers who are perpetually connected to each other, to internet and to brands through the adoption of one or more internet-connected devices. A significant behavior of these connected consumers is traversing through multiple devices in their path to purchase a product specifically called the omni-channel buyer’s journey. Here are some statistics -
70% of the connected customers are the personal owners of three or more than three devices 
98% of these device owners go online at least once a day 
85% are online more than once a day
65% smartphone users go online several times a day followed by laptop where 60% of laptop owners explore internet several times in a day
Source: Whitepaper on The Science Behind Cross-Device Conversion Tracking

3. Multi-device purchase path
Retail customer who undergoes a 4 step journey starting at identifying a product, followed by exploring more options, making the purchase decision and ending at buying the product
This omni channel buyer’s journey can be portrayed most likely in the following manner –
The connected consumers are choosing different devices in different phases for their research and further traversing on a different channel to make the decision to buy and some more devices to make the final purchase.
Source: Whitepaper on The Science Behind Cross-Device Conversion Tracking

4. Is trackable cookies the solution?
The marketer’s nightmare
Is trackable cookies the solution?
The answer is NO
Mainly because of these 2 factors –
In the WAP (or mobile browser) environment, cookies are reset every time the user closes the browser
In-app cookies are not sharable in between apps or across devices
This is where marketers face a challenge to track the actual phase of the buyer’s journey the consumer is in and what should be the right communication? Now, the instant solution to this problem could be trackable cookies but, the story is a bit different when we talk about cookies:
In the WAP (or mobile browser) environment, cookies are reset every time the user closes the browser. So, your responsive site will not give you information on what the consumer did on various devices he accessed the site from.
In-app cookies are not sharable in between apps or across devices, which makes it a localized information relevant to activities of the consumer on that device. So, an app-first approach will also be more of an app-only approach in this case.

5. Analytics – driven attribution
Analytics-driven attribution can be defined as a practice of tracking and analyzing the marketing touch points of a multi-device purchase path and credit their contribution to conversion
At this point in time we introduce a new term – “analytics-driven attribution” which can be defined as a practice of tracking and analyzing the marketing touch points of a multi-device purchase path and credit their contribution to conversion.

6. What is the role of analytics?
The analytics-driven attribution will benefit brands in the following 5 ways –
The analytics-driven attribution will benefit brands in the following ways –
It helps in cross-channel performance evaluation
It provide actionable insights to improve user experience
It helps design the campaign communication strategy
We are able to effectively plan our marketing budgets
Finally,  it helps in sales pipeline optimization
Source: Whitepaper on The Science Behind Cross-Device Conversion Tracking

7. Analytics – driven attribution in multi-device path
The multi-device purchase path acts as a blueprint for us to perform analysis on a set of parameters that define the time frame of every stage of the purchase path and the consumer behavior at every stage
The multi-device purchase path acts as a blueprint for us to perform analysis on a set of parameters that define the time frame of every stage of the purchase path and the consumer behavior at every stage. So here are key metrics that can be mapped to each stage –
CTR, Unique page views and leads in the Identify stage
Impressions, page-views and time-spent in Exploration stage.
Clicks and the time-spent by consumers in the Decision making stage.
Final conversions in the purchase stage of the multi-device buyer’s journey.
A very important parameter in the set is the device used by the connected customer to touch base with the brand.
Source: Whitepaper on The Science Behind Cross-Device Conversion Tracking

8. How to analyze the multi-device purchase path?
There are precisely 2 approaches in the industry today - 
In order, to map this key parameter, there are precisely 2 approaches in the industry today with their own pros and cons which can be mapped to the business prospective and applied to crack the ultimate challenge, let’s talk about them –
In predictive modeling, there are huge data samples to work upon while in login-based analytics it will be small and concentrated sample of data.
In predictive modeling, we derive more sensible insights that are an average of the behavior of large data sets, while login based analytics will give you the most accurate insights.
Predictive modeling doesn’t hold the risk of harming the user privacy as compared to login-based analytics.
In predictive modeling, there is a huge dependency on the marketing logics while in login-based analytics the dependency is more on the data provided by big players like Facebook and Google.
Source: Whitepaper on The Science Behind Cross-Device Conversion Tracking

9. Read more on Cross-Device Analytics
Here’s a whitepaper that talks in detail about each topic discussed in the presentation including:
The cross-device behavior of the connected consumers
Why cross-device conversion tracking is the need of the hour?
Importance of analytics in multi-channel purchase path
Solutions suggested by Facebook and Google
2 key analytics approaches to analyzing the multi-channel purchase path

10. About Us: TO THE NEW Digital
Uniqueness delivered by a team of 600+
tech evangelists, content specialists, creative mavericks & market analysts
Powered by 4 services -
WE UNIQUELY COMBINE THE POWER OF TECHNOLOGY, ANALYTICS, MARKETING AND CONTENT FOR DIGITAL TRANSFORMATION
Technology, Analytics Marketing & Content
For 300+ clients across countries
in APAC, Europe & North America

11. Our Services 300+ Tech evangelists 150+ Web applications
TO THE NEW Digital conceives, creates and manages digital solutions and platforms for businesses across the globe through its 4 Services
Technology
Analytics
Marketing
Content
Business critical applications on web, mobile and cloud platforms
Omni-channel digital analytics services with actionable insights
Digital marketing campaigns across platforms that impact the bottom-line
Manage, promote & monetize video and music content on digital platforms
300+ Tech evangelists
150+ Web applications
100+ Cloud implementations
50+ Mobility applications
50+ Global clients
30+ Digital analytics experts
8+ Years in digital analytics
15+ Industries
1000+ campaigns delivered
8.5mn+ fans acquired on social
500+ videos created
500+ websites designed
250K+ hrs. of video content published online
100K+ hrs. of YouTube channel management
30+ YouTube certified professionals

12. Client Mix
India
North America
Europe
South-East Asia

13. Contact us We are keen to know about your idea Email us at:
Our Office
Let’s stay connected:
Client Location