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14.05.2019 Interview: What are the trending topics around Marketing Attribution?

Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the company. With over 20 years of experience as a leader in digital AdTech and MarTech start-ups, he sets the course for innovative technologies.
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07.05.2019 4 tips how marketers can keep pace with growing technological innovations

The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up with the latest trends and developments in technology. The growing number of AdTech and MarTech solutions poses growing challenges to marketers in terms of budget, staff, training and time.
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4 key facts about Cross Device Graphs

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13. 09. 2018

Due to the increasing use of mobile devices and therefore further complex customer journeys, more and more advertisers are using cross-device tracking to ensure that their digital marketing efforts reaches consumers effectively.

While most marketers don’t need convincing of the importance of cross device tracking in theory, in practice there is still a lot confusion about how to use it efficiently.

Accordingly, there are a number of questions that marketers are asking about cross device tracking to ensure that its potential can be fully exploited.

 

WHAT TYPES OF DEVICE GRAPHS EXIST?

There are two basic approachesfor cross device tracking: deterministic vs. probabilistic. The deterministic model uses first-party data (usually login data) to establish a link between a user and his devices. If a user logs on to an advertiser's website from different devices, it is clear that the devices in question belong to the same user. Probabilistic matching, on the other hand, collects a large number of data points across each device and uses algorithms to determine likely connections. This method relies heavily on principles of probability and is therefore very inaccurate. The deterministic model, on the other hand, is very precise a connection is only detected when there is a clear link between a user and a device.

 

WHAT DATA IS USED FOR MATCHING?

For an exact matching of the deterministic approach, a unique identifier of the user is needed. Usually, this is existing login data, such as a customer id or an encrypted email address, which the visitor uses regularly and on different devices.

 

HOW ACCURATE IS THE DATA IN THE CROSS DEVICE GRAPH?

Depending on the cross device model, the accuracy of the data can vary greatly. The deterministic model relies on the user to perform a certain action on the advertiser's website, usually the login to one of his devices. This form of tracking is therefore very accurate. It is more precise than probabilistic tracking, since a connections is only made if there is a clear link between a user and a device. The probabilistic model, on the other hand, has a greater range, since it does not depend on users performing an action like a login. This method is therefore less precise than deterministic matching and the hit rates vary widely and sometimes only reach 60%.

 

IS THE MATCHING PRIVACY-COMPLIANT?

In order to comply with data protection guidelines, personal data that can be used to identify a person must be made anonymous. Information such as the email address must therefore always be encrypted so that the reference to a person can no longer be made. With secure encryption mechanisms, companies ensure that sensitive customer data cannot be decrypted and is therefore protected at all times.

 

Read more about this topic in our blog post: Data security in cross-device tracking

 

Interview: What are the trending topics around Marketing Attribution?

14. 05. 2019
Jörn Grunert is a MarTech enthusiast and expert in data-driven marketing attribution. For 6 years, he has been Managing Director at Exactag and is responsible for the strategic orientation of the[...]

4 tips how marketers can keep pace with growing technological innovations

07. 05. 2019
The level of innovation in the technology sector is constantly rising and presents a lot of new challenges to many companies. It is becoming increasingly difficult for marketing managers to keep up[...]

This is how travel brands benefit from marketing attribution

16. 04. 2019
Bookings via traditional travel agencies are declining nowadays. More and more consumers book their holidays online. The internet offers travelers far more opportunities for comparison and they[...]