为什么跨设备数据将成为企业新宠编者按：本文作者 Brian Ferrario 是一名营销经理，在本文介绍了跨屏设备在日常生活中的应用以及发展趋势。
近年来，消费者在手机端和桌面端的活动界限正逐渐模糊。无论操作内容是什么，你实际用的是哪种设备已经越来越无关紧要。
拥有银行账户的智能手机用户中，一半以上使用手机银行。“黑色星期五” 期间近 60%的流量来自手机端，尽管这只占到线上交易量的三分之一。如今手机和桌面之间的转换已经可以无缝衔接，且成为我们数字生活中不可缺少的一部分。
几年前很难想象银行交易和购物之类的任务可以在手机上进行，而现在它们已经是占据手机端行为的大头。消费者用的是什么设备越来越不可捉摸。
对企业来说，精确化和规模化的跨设备框架具有非凡的价值。
从发邮件、做研究，到购物和社交，消费者在网络上的一切行为都以设备间的跨越为基础。我们期待着那些能发挥跨设备框架优势的工具和 App 出现。
设备变得无所谓，重点是使用设备的人。任何工具和 App 都一定要考虑到所有设备，这样才能提供更好的内容和服务。
因广告技术而生，但注定不止于此
数字广告领域最先意识到普及跨设备身份解决方案的重要性。他们建立了智能层面上的数据分析，从桌面、手机网页到手机 app，甚至最近崛起的智能电视和智能手表。这些数据最初用来改善网络数字化营销，并推动了程序化广告市场的发展。
如今企业也加入进来，他们可以利用数据层面的资源开发新一代的工具和服务以满足消费者需求。此类服务要满足全球每天 1000 亿的广告需求量，以及 2-3 万亿的线上交易量——从搜索查询和 html 请求，到登陆和下单。
跨设备也许是为广告技术应运而生的，但是它注定有更多含义。
以下是一些在广告技术之外跨设备身份框架可以适用的例子。
即使更换设备，内容也不被打断
想象一下，你登陆电脑，在Sears、Crate & Barrel、The Home Depot等电商网站上浏览产品页面，或者开始读一篇CNN、The New YorkTimes上的报道。
在你关掉电脑后，你可以拿起你的手机直接跳到产品目录的第八页，或者无缝衔接上你上次没看完的文章。
这和Apple 的 Handoff（连续互通）功能很像，但更加极致——它可以跨设备、跨操作系统，甚至在网页和 App 环境下都可以互相衔接。
网页上的电商推荐
如果你想买一件新 T 恤，在下单之前你可能会浏览好几个电商网站和 App。
现在，当你在Macy、Bloomingdale和Nordstrom的电商网站之间流连，网站对于你是谁、你在找什么的认知是有限的，即使是匿名状态下。到每个新站点你都得点到 T 恤类别，然后挑选想要的尺码和颜色。
想象一下，如果一个网站在你登陆的那一刻就知道你在找什么，甚至不需要登陆，这是多么轻松顺滑的体验。
诈骗侦测和身份管理
如今，从在线退房到网银登陆，网站都可以用验证码和两步验证来确认用户的身份。
如果美国银行、大通银行、花旗银行，或Visa、 MasterCard等信用卡公司知道你拥有什么设备、你和你的设备定位在哪里，这些网站便可以阻止其他人或 bot 用未知的设备在新地点登录，并且区分 bot 设备和真正的设备。
这可能不算一个完整的解决方案，但却是多层次的诈骗侦测项目的一部分。
以消费者为重心的各种服务，从电商和网银到客户关系管理（CRM）和商务智能（BI）平台，都可以通过跨设备技术改善体验。
就像 90年 代推动企业发展的 web 浏览器，和近十年来推动商业发展的移动端一样，下一个十年将由跨设备智能技术激发独特的消费者和企业体验。
本文编译自：thenextweb.com
Why every enterprise will soon be addicted to cross-device data
We’ve seen this building for years – the lines are blurring between mobile and desktop activities for consumers. We’re fast approaching the tipping point where the actual device you’re using – no matter the activity – becomes irrelevant.
More than half of smartphone owners with bank accounts use mobile banking, and almost 60 percent of Black Friday’s web traffic came from mobile devices, though it only counted for a third of online purchases. Shifting between mobile and desktop is already a seamless and unquestionable part of our digital presence.
Even tasks like banking and shopping, which a few short years ago would have been difficult to imagine existing on mobile, are now dominantly mobile activities. Consumers are becoming device-agnostic.
There is extraordinary value in an accurate and scalable cross-device framework for enterprises.
From email and research, to purchases and social networking, cross-device is the basis for every action we take as consumers on the Internet. We’ve come to expect tools and apps that take advantage of a cross-device framework.
Devices aren’t relevant anymore, people are. Any business building tools and apps should absolutely think across all devices in order to deliver better content and services.
Born from ad-tech, destined for much more
Players in the digital advertising space were the first to recognize the need for a pervasive cross-device identity solution. These providers created an intelligence layer comprised of data and insights from desktop and mobile web, mobile apps, and even emerging devices like connected TVs and smartwatches. That data was originally used to improve online digital marketing, and fueled the programmatic advertising market.
Now, as enterprises enter the game, they can take advantage of that data layer to develop the next generation of tools and services to address consumers. And those services will address not just the 100 billion daily global ad requests, but the two to three trillion daily global internet transactions – everything from search queries and html requests to logins and purchases.
Cross-device may have been built for ad-tech, but its implications go far beyond it.
Here are a few examples, outside of ad-tech, that a cross-device identity framework can enable.
Uninterrupted content, even when switching screens
Imagine logging in to your computer and browsing through pages of products on an e-commerce site like Sears, Crate & Barrel or The Home Depot, or starting to read an article on CNN or The New York Times. Now let’s say, in the middle of your session, you have to shut your computer.
What if you could pick-up your phone and jump to page eight of the product listings? Or seamlessly finish the article from where you left off?
It’s a similar concept to Apple’s Handoff functionality, but on steroids – across devices, operating systems, and even between web and app environments.
E-commerce recommendations across the Web
If you’re looking to buy a new shirt, you might check multiple e-commerce sites and apps before making a purchase decision.
Right now, as you move between the Macy’s, Bloomingdale’s andNordstrom e-commerce properties, there’s a limited sense of who you are and what you’re looking for, even at an anonymous level. On every new site you have to locate the section for shirts, and then select the right sizing and color.
Picture the ease and seamlessness of a site that knows what you were looking for the moment you arrive, without ever logging in.
Fraud detection and identity management
From online check-outs to banking login screens, sites today use tools like captchas and two-step verification to confirm a consumer’s identity.
If Bank of America, Chase and Citi, or credit card companies like Visa orMasterCard knew which devices you own, and where you and your devices are located, these sites could block another person or bot from logging in on an unknown device in a new location. Likewise it could separate real devices from bot devices.
It’s likely not a complete solution, but part of a multi-layered fraud detection program.
A cross-device technology layer can be an unobtrusive addition to everything from consumer-focused experiences like e-commerce and online banking to CRM and business intelligence platforms.
Cross-device knowledge is the platform on which these experiences will be built. Like internet browsers fueled enterprises in the late 1990’s, and mobile improved businesses in the late 2000’s, cross-device intelligence will inspire the next generation of unique consumer and enterprise experiences.
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