Stop Analyzing Devices—Start Understanding the People

November 11, 2016 Kara Frazier

In today’s digital world, marketers are hard-pressed to find a customer they can’t reach digitally. It seems almost everyone has at least one device within close proximity at any given time, and are often using multiple devices simultaneously—from cell phones to laptops, smart TVs to desktops, tablets to wearable devices.

“People-based marketing impacts multiple marketing disciplines. From analytics, to personalization, audience segmentation and of course advertising. Reports show consumers own and use, on average, more than seven devices—and this number is growing,” said David DeVisser, Principal Architect at Adobe.

It is clear that your customers are increasingly easy to reach through their digital devices. But devices don’t buy things—people do.

So how do you track, identify and reach out to your customers with a consistent, personalized message as they move from one device to another and then another?

The digital marketing challenge has now become bridging the gap between your customers’ activity across devices.

According to a Forrester Report: “The strength of the bridges that marketers create between users and devices will impact how effectively marketers recognize customers, deliver relevant messaging, and measure impact. Marketers must make user identification across devices a priority by establishing the right processes now” (Bridging The Cross-Device Chasm, Forrester Research, November 2015).

DeVisser will be addressing this topic in his presentation “Stop Analyzing Devices—Start Understanding the People” at the 2016 Analytics Summit on November 17th (video now available on-demand). He will be discussing how digital marketers often use metrics like hits, visits and unique visitors to understand users, and how unfortunately, these metrics actually yield insights about devices, not people.

DeVisser further explains, “When the data across multiple devices is not properly organized, the marketer is likely seeing incorrect conversion and activity data, presenting the wrong offer/impression, and/or qualifying a device for one segment but completely different segment for another device. Adobe’s Device Co-op helps organize data to better understand people interacting with your brand." 


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