Share these talks and lectures with your colleaguesInvite colleagues
Using event-based models for cross-device insights into the user journey
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.
The full article is available to institutions that have subscribed to the journal
Mai Alowaish is a Digital Marketing Consultant and Delivery Team Lead at InfoTrust, specialising in cross-device analytics for websites and mobile applications. With over a decade of experience in digital analytics and e-commerce applications, Mai has implemented a variety of analytics solutions for online retailers, financial institutions, airlines and more. Mai is an active member and mentor with the Digital Analytics Association (DAA), and the recipient of the 2019 DAA President’s Award.