Using event-based models for cross-device insights into the user journey

Abstract

Gaining customer insight is the foundation of marketing science. Today’s customers interact with companies across multiple devices. Thus, to fully understand the customer’s journey, digital marketing analysts can no longer rely on measuring individual events on a single device; rather, they must gather and interpret data across devices. This requires making the user the unit of data measurement. The challenge is stitching together information into a single story and profile that lead to actionable and immediate insights. This paper discusses event-based models for digital marketing data and calls for marketing analytics leaders to execute the transformation from static session-based reporting to dynamic and powerful user-centric analytics.