AppsFlyer on Cross-Platform Measurement in the Age of AI
MarTech Series4h ago·1 min readAnalytics & Data
AI Summary
AppsFlyer's Gil Bouhnick emphasizes that as customer journeys fragment across devices and channels, cross-platform measurement must evolve. Key principles include unifying data, using consistent definitions, keeping the customer central, and connecting acquisition to business value, all while navigating the impact of privacy, attribution, incrementality, and AI.
⚡ Marketer Insight
The fragmentation of customer journeys, amplified by AI-driven personalization and privacy shifts, demands a unified measurement approach. Marketers who fail to connect acquisition to true business value across all touchpoints risk making critical decisions based on incomplete, siloed data.
#cross-platform measurement#customer journey#attribution#marketing analytics
Original article
MarTech Series