Handle cross-device attribution
1. Invest more time, effort, and money to develop your mobile site rather than create a mobile application.
Users prefer mobile sites over applications.
2. Send push notifications to users on mobile during work hours, and tablets during the evening.
Time-sensitive messages take advantage of a user’s cross-device visits.
3. Use deterministic and probabilistic matching to create personal IDs and recognize the same person cross-device.
Deterministic matching involves a client’s email or login information. Probabilistic matching software such as Drawbridge or Crosswise group users based on location, device type, and operating system.
4. Collect non-PII (personally identifiable information) data with your CRM (customer relationship management) software.
Such as client demographics, geography, search activity, keywords used, frequented blog topics, and applicable past purchase.
5. Use a DMP (data management platform) like Oracle BMP or Marketo to segregate your users into different personas.
For example, segregate clients into groups based on demographics like, geography, user search activity, keywords, long or short term clients, business or personal clients.
6. Create specific messages, personalized layouts, and campaigns for each persona.
For example, send your onboarding campaign to new subscribers, or send business clients emails during office hours.