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The Ultimate Guide to Device Graph Data 2021
What is Device Graph Data?
A device graph attempts to bridge the gap between a user’s desktop and mobile browsing so that businesses can have a more accurate insight into consumers’ online habits and behaviors. This is also known as ‘identity management’ and has developed since the rise of smartphones and tablets made creating a profile combining a profile of users’ habits across multiple devices more difficult. Marketers and retailers based online use this information to tailor their products and marketing campaigns to maxmize the profits and popularity of their companies.
How is Device Graph Data collected?
A device graph is created by collecting information about people’s browsing habits across their different devices to understand their interests and intents.
For example, if a user searches new car models on their desktop computer, then requests and new car quote from their tablet and looks up local car dealerships on their phone and device graph would collect these different data points and use them to suggest that the user is looking to buy a new car.
High speed device recognition means that the device graph creation process can be sped up to recognize millions of detections per second and allows accurate ad targeting for the device that is visiting the site.
There are two types of device graphs, deterministic and probabilistic. Deterministic device graphs use logged-in data, such as when a user is asked to put their email address in. Social media companies use this to track their users’ activites. Probabilistic graphs use location data to try and match the device to the person, which is less accurate.
What are the attributes of Device Graph Data?
Typically, a device graph dataset will provide a consumer profile. It will tell you about consumer’s online habits, interests and buying preferences. However, it will also tell you about the devices they use and their preferences towards these devices, for example if they tend to lean towards mobile or desktop browsing. Graph device analytics have recently shown that while people tend to lean towards online shop browsing on their phones, it is on their desktops that they prefer to actually finish making the purchase. Device graph analytics can also be used to link together people’s online shopping experience, for example if they put an item in their shopping bag on their phone it will then appear in their shopping bag when they visit the site on a desktop.
What is Device Graph Data used for?
Retailers and marketers use device graph datasets to track their consumers’ online shopping habits and interests and market their products to them more successfully. With a device graph, they can map a set of IDs to define a group of devices and associate these will a person or household. This then gives a complete understand of their devices and the websites they visit on each one.
These datasets are also used by businesses for analytics, for example to measure the effectiveness of an advertising campaign across different devices and users. They can also use device graph data to pick and choose which device an ad appears on so it can appear at a more appropriate time and be more relevant.
How can a user assess the quality of Device Graph Data?
The best quality device graphs will provide data which is relevant and up-to-date giving you real-time insights into your customers’ habits across their devices. Historical data records can also be useful so you can assess what people have been interested in and how that has changed over time.
Make sure to read the data provider’s reviews before you buy any device graph datasets to ensure you are getting the highest quality intelligence possible.
Who are the best Device Graph Data providers?
Finding the right Device Graph Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular Device Graph Data providers that you might want to buy Device Graph Data from are Acxiom, zeotap, Kochava Collective, Temelio, and Throtle.
Where can I buy Device Graph Data?
Data providers and vendors listed on Datarade sell Device Graph Data products and samples. Popular Device Graph Data products and datasets available on our platform are Global Behavior Interest Data by Kochava Collective and Global Device Attributes by Kochava by Kochava Collective.
How can I get Device Graph Data?
You can get Device Graph Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Device Graph Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Device Graph Data APIs, feeds and streams to download the most up-to-date intelligence.