Consumer shopping habits make it hard to track sales. There’s no avoiding the fact that the consumer purchase journey involves multiple devices. Almost half (47%) of UK consumers’ online purchases involve multiple devices. 27% of European consumers have made a purchase on their mobile while in a store, and although 69% of consumers prefer to buy on a desktop/laptop, they use multiple devices to research, before finally making their purchase.
Cross-device behaviour impacts the whole marketing industry. CMOs and their performance marketing teams don’t understand how their customers interact with their brand across multiple devices, and a significant amount of sales are being assigned to the wrong channels and publishers. This makes it impossible to optimise marketing budgets.