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Ricky Nelson Has Nothing on YP It Will Help Brands Follow You Across Screens, DevicesThough it has become a number one priority for top digital tech companies that want to design solutions, cross-device attribution is still a huge challenge for the people who need it most: marketers.

“Understanding consumers’ behavior as they switch between devices remains one of the toughest challenges facing marketers today,” according to a new eMarketer report issued ahead of the weekend. “The problem doesn’t seem to be getting any easier.”

The main issue?

A March, 2016 survey from Econsultancy offers a clue in analyzing the gaps between digital priorities and capabilities at companies in the U.S. and Canada.

While “matching customers across multiple devices” was claimed as a digital priority by nearly 75 percent of the marketers, a mere 14 percent of them believe their firms have sufficient cross-device data capabilities.

The Econsultancy survey also established that just 39 percent of the marketers think they’re able to sufficiently understand and leverage their customers’ cross-device behaviors.

“More marketers intend to make cross-device attribution a priority in the year to come,” notes eMarketer. “Additional surveys from sources like the Interactive Advertising Bureau (IAB) suggest that marketers in the U.S. plan to devote more of their time and organizational resources to cross-channel measurement and attribution.”

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