Cross Device Targeting


Cross device tracking allows marketers to identify and follow internet users across smartphones, tablets and desktop computers. The goal of cross device tracking is to be able to identify a person across platforms and therefore deliver smarter ads.

Why is this hard to do?

Tracking consumers on desktop is easy because of “cookies” – small text files that log when a user visits a site. On the other hand cookies don’t work on the majority of the mobile apps. This makes it difficult to track consumers’ activity both within and across devices.

So what is the solution?

There have been many technical developments on the field, the two main ways cross device tracking could be achieved are: deterministic and probabilistic technologies.

Deterministic tracking is achieved when sites ask their users to sign in with their logins on every device they use. Examples are Facebook and Twitter.

Probabilistic tracking is much more complicated as it is much harder to identify customers without these sign in details. For example the algorithm that Drawbridge uses enables us to attribute mobile impressions to desktop conversions.


Thank you for reading!

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Attribution Modelling

Hi there,

This week’s posts will be a bit more tech focused, today it is attribution modelling and on Thursday it will be about cross device targeting.

In this post I will talk about attribution modelling, best practice and the main models. Before we kick off lets talk about conversions.

What are conversions?

When someone visits your site and buys something or completes another important action it is called a conversion. Before a consumer converts he or she can go through multiple digital channels such as paid and organic search, referral sites, affiliates, social media or newsletters. An attribution model shows how these previous interactions contributed to your sales.


Why bother with attribution modelling?

The aim of attribution modelling is to give holistic and accurate information about the business return a channel or campaign is delivering so you can optimise it or in other words adjust what you are doing and with the same budget to deliver more value to your business and customers.

Where do I start?

As a prerequisite to analysing the data and creating an attribution model we need to first implement the right technology to start gathering information about where the different touch points (channels or campaigns) appear in the customer journeys. There are several ways to do this, the most common is to implement tracking tags across all of your digital activities. These tags allow individual user journeys to be tracked and analysed so you can see exactly how users behave when they are exposed to different marketing activities. This is not violating the users’ privacy as it can be done anonymously.

Which are the most common models?

Last Click

This is everyone’s first model and the default in Google Analytics and DCM (DoubleClick Bid Manager). It assigns 100% credit to the last touch point before a conversion. It is popular, because it is simple; but because it is simple it is also one of the most inaccurate.

Last Click

First Click

This is the opposite of the Last Click, it attributes 100% credit to the first touch point instead. The problem is similar as for Last Click.

First Click


This model gives equal credit to each touch point as it sees every step as equally responsible for the conversion. For example, in a customer journey where the customer had five interactions with your brand each interaction will be credited with 20% of the revenue from that customer.



This model combines the aspects of the above three models: First Click, Last Click and Linear. Essentially it states that the first and last touch points are worth x% each and all the other touch points in between have the remaining % divided up evenly among them.


Time Decay

In this model the principle is that the closer in time a touch point is to a conversion, the more influence that touch point had on the customer decision. This is one of the more advanced models, however this doesn’t mean that it is the best or the one that everyone should use.

Time Decay

+1 Customised

The above models give a good starting point on the path toward identifying the best attribution model for the brand; to evolve the model you can look at customised modelling that the data analytics experts can offer.

Thank you and join me on Thursday for the post about cross device targeting! ◉‿◉

If you want to know more:

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Sunday’s Weekly Highlights

This week’s highlights:

The future of connected storytelling: Accelerating at Cannes

Heineken is looking to make responsible drinking ‘sexy’

The big tech giants team up to launch WebAssembly – a new binary format for the web

The history of the Coke logo

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Fortnightly Book Recommendation on Creativity

Title & Author: Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration (Catmull, 2014)


We have all heard stories about Pixar’s inspiring way of working and finally we can read it first hand from Catmull, the co-founder and president of Pixar Animation Studios and Walt Disney Animation Studios. He guides us through 40 years of his life and learnings in a very engaging and kind voice. A must read book about creating a positive psychological environment for creativity with practical guidance, such as:

“A hallmark of a healthy creative culture is that it’s people feel free to share ideas, opinions, and criticisms. Lack of candour, If unchecked, ultimately leads to dysfunctional environments.”

“Easy isn’t the goal. Quality is the goal.”

I will make sure to keep this book close to me in years to come!

Rating: starstarstarstar

If interested you can buy the book on

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Intro to Paid Social


What an amazing weather to be Social! According to Shareaholic one third of website traffic is coming from Social referrals or in other words from Social media. Not so long ago marketers used to look for organic reach, but with current changes to be more than just a drop in the ocean marketers need to turn to paid advertising. In today’s post I will go through the basics of Paid Social, answering the questions on when to use it and best practices.


To keep the post short although we can place advertising on most of these channels, I will focus on the most popular Social channels: Facebook, Twitter and LinkedIn.

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Thank you for reading this post, if it is of interest I will write more about each of these channels in individual posts as well. ¢(-∀・○)

Read more:

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Sunday’s Weekly Highlights

This week’s highlights:

Crossing the great device divide: How to get in front of multi-device shoppers

Hashtag abuse – Warc blog

Former Ad Exec David Jones Launches $350 Million “Brandtech” Group

E3 2015 has more press reveals than ever, but what will we see?

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Fortnightly Book Recommendation – The Lean Startup: How Constant Innovation Creates Radically Successful Businesses (Ries, 2011)

Title & Author: The Lean Startup: How Constant Innovation Creates Radically Successful Businesses (Ries, 2011)

Screen Shot 2015-06-01 at 22.09.36

Harvard Business Review found that 75% of all startups fail. This shows a big waste and Ries argues that this is due to lack of theory to guide startups instead of falling back on not appropriate corporate business plans.

This book might not at first seem relevant to someone working in a larger corporate environment, but Ries defines a startup slightly differently, he says a startup is:

“a human institution designed to deliver a new product or service under conditions of extreme uncertainty.

So what this doesn’t include is the size of the company, the sector or the industry, but what it highlights is extreme uncertainty. This occurs when there is no existing example that one could follow – this could be the case in a company when a new team is developed.

Building a startup is messy and boring. To help guiding this we need to look at startups as experiments where the aim is to get to Validated Learning as fast as possible. This is achieved via creating hypotheses and the Build – Measure – Learn feedback circle in which we build a Minimum Viable Product to test our hypothesis. If we can no longer continue this learning circle we need to Pivot or in other words change directions while staying grounded in what we have learned.

Finally, as a startup we can show investors the results via Innovation Accounting. In this form of accounting instead of focusing on product completion we focus on learning.

Rating: starstarstarstar

If interested you can buy the book on

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