Cross-screen experiences are now ubiquitous with the customer journey, especially in APAC markets, where smartphone adoption rates are the highest in the world. This has led to a paradigm shift in how marketers reach their audience. More than 90% of internet users switch between devices during a typical purchase path. As marketers are now just starting to adopt media attribution modelling to accurately record channel performance, the difficulties in building an accurate cross-device customer journey results in mobile touchpoints being undervalued in the purchase path.
Join Datalicious Country Manager for NZ Christian Sykes and Facebook's Measurement Lead Andy Ford as they present the results of a research study on the impact of Facebook's Atlas People ID capabilities in identifying users across multiple devices in the purchase path.