What is a challenge that marketers face with cross-device data?

Marketers often encounter substantial challenges when attempting to integrate data from various sources, especially in a cross-device context. This task involves merging data collected from smartphones, tablets, laptops, and other devices to create a cohesive view of the consumer. Each device may have different data points and metrics, leading to discrepancies and difficulties in unifying the information.

The integration process can be complex due to the variations in technology, data formats, and tracking methodologies. Effective cross-device marketing requires a comprehensive understanding of consumer behavior across platforms, which can be hindered by inconsistent data collection practices. Therefore, achieving an accurate, integrated profile that captures the consumer's journey across devices is crucial for personalizing marketing efforts and maximizing engagement. Without this integration, marketers may face challenges in crafting unified strategies and measuring campaign effectiveness.

In contrast, high costs associated with data collection, limited audience reach, and the reliability of deterministic data present their own challenges but do not primarily address the core issue of unifying different data streams into a single, actionable dataset for cross-device marketing.