Cross-Device Identification

Recently I had the pleasure and the opportunity to discuss in the latest MeasureCamp London the approach we followed on implementing Cross Device Identification in Adobe Analytics using Tealium (TiQ & AudienceStream). Some high level outcomes are presented along with ideas for next steps.

Key points:

  1. Why we need cross-device identification and reporting capabilities
  2. Solution design; we worked on top of an already suggested approach and improved it to fit our requirements. Particularly:
    • Marketing channels (including organic and direct traffic) mix to be always properly attributed in all cases and under all circumstances
    • Handle more than one customer login in the same browser
    • Be able to enrich information with offline data
  3. Reporting opportunities
  4. Next steps (ideally!)
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Have a look at it!

Please let me know about comments, ideas and potential alternative approaches that you have implemented to solve this problem!

PS: Even though the presentation focuses on Adobe, there was significant amount of work undertaken in Tealium which is not mentioned in the slides.