How should marketers feel about using probabilistic information in cross-device data?

Marketers should focus on the need to become comfortable with uncertainty when using probabilistic information in cross-device data. Probabilistic data relies on algorithms and statistical models to infer connections between devices and users, based on patterns and behaviors. This approach is crucial in a digital landscape where not all touchpoints can be tracked with certainty.

Understanding that not all data is absolute can allow marketers to utilize broader insights and more comprehensive understandings of user behavior across different devices. While this may introduce a level of uncertainty compared to deterministic data, which is based on direct identifiers and definitive links, it also opens up opportunities for reaching audiences that might not be captured through more narrow tracking methods. Embracing uncertainty enables marketers to enhance their strategies, iterate on them, and adapt to the complexities of digital consumption, thus leading to potentially more effective cross-device marketing efforts.