Cross-device Measurement: The Future of Media Measurement
In today's digital landscape, consumers are increasingly engaging with multiple devices and platforms. As a result, it's become more challenging for marketers to get a comprehensive and accurate picture of consumer behavior and the effectiveness of advertising campaigns. This is where cross-device measurement comes in.
Cross-platform and Cross-device Measurement.
Cross-platform and cross-device measurement refers to the integration of multiple devices and platforms to provide a more comprehensive and accurate understanding of consumer behavior. This includes tracking consumer interactions with a brand across desktop, mobile, and other connected devices, such as smart TVs, gaming consoles, and more. By incorporating this information, marketers can get a more complete picture of consumer behavior, including how they interact with a brand across different platforms and devices.
Why is Cross-device Measurement Important?
Cross-platform and cross-device measurement is crucial for marketers because it provides a more accurate and comprehensive view of consumer behavior. Without this information, it's difficult to determine the effectiveness of advertising campaigns and make data-driven decisions. For example, a consumer may interact with a brand on their desktop at work, then continue the interaction on their mobile device while on the go. Without cross-platform and cross-device measurement, marketers wouldn't be able to see the complete picture of this consumer's behavior and the impact of their advertising campaigns.
How to Implement Cross-platform and Cross-device Measurement
There are several ways to implement cross-platform and cross-device measurement, including:
Device Fingerprinting: This technique uses a combination of device and browser information to create a unique identifier for each device. This identifier can then be used to track consumer behavior across multiple devices and platforms.
User Login Data: This method involves requiring consumers to log in to their accounts on each device or platform. This allows marketers to track consumer behavior across different devices and platforms using the same user ID.
领英推荐
Cross-device Tracking: This technique uses advanced algorithms to match device usage patterns to a single user, allowing marketers to track consumer behavior across multiple devices and platforms.
The Benefits of Cross-platform and Cross-device Measurement
There are several benefits to implementing cross-device measurement, including:
Improved Understanding of Consumer Behavior: By tracking consumer behavior across multiple devices and platforms, marketers can get a more comprehensive view of consumer behavior and make data-driven decisions.
Better Targeting: By understanding consumer behavior across different devices and platforms, marketers can better target their advertising campaigns and reach the right audience.
Increased Campaign Effectiveness: Cross-device measurement provides a more complete picture of the impact of advertising campaigns, allowing marketers to make data-driven decisions and optimize their campaigns for better results.
Conclusion
Cross-device measurement is becoming increasingly important as consumers engage with multiple devices and platforms. By providing a more comprehensive view of consumer behavior, marketers can make data-driven decisions and increase the effectiveness of their advertising campaigns. Implementing cross-device measurements can be challenging, but the benefits are well worth the effort.