IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2020v6i1p6-12.html
   My bibliography  Save this article

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

Author

Listed:
  • Alowaish, Mai

    (Digital Marketing Consultant and Delivery Team Lead, InfoTrust, USA)

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.

Suggested Citation

  • Alowaish, Mai, 2020. "Using event-based models for cross-device insights into the user journey," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(1), pages 6-12, June.
    • Handle: RePEc:aza:ama000:y:2020:v:6:i:1:p:6-12
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/5690/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/5690/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    digital analytics; web analytics; app analytics; event-data models; Internet-of-Things; cross-device;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2020:v:6:i:1:p:6-12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.