Personal Capital tackles cross-platform measurement
We sat down with Rachel Chanco, Director of Digital Marketing & Mobile Growth at Personal Capital, to discuss how they’re connecting cross-platform user journeys.
I’m Rachel Chanco. I’m with Personal Capital. I lead all of the Digital Marketing and Mobile Growth initiatives.
Personal Capital is a digital wealth management company. How we differentiate ourselves from other FinTech advisors in the space is that we are a hybrid model. We leverage toolset technology but we connect you with a personal advisor that can actually really help you plan things out.
Personal Capital currently uses Singular as its mobile measurement partner.
Connecting users’ cross-platform journeys
The user journey is pretty unique. A lot of times people will come from the desktop and then download the app. A lot of times people come from the app and then convert on a desktop.
One of the things I really love about working with Singular is not only am I able to understand data from the mobile side but because of the custom integrations we can do with Singular, I am able to understand a user journey from mobile app install to a conversion that may occur on desktop.
So rather than just sticking to standard mobile measurement events, I’m able to leverage the platform to connect if an event is actually happening on desktop, even though the user came from mobile. I can say that this user was actually valuable even though on a standard analysis they would not appear to be valuable.
So we talk a lot about cross-platform being a real problem within the industry and Singular is helping me solve for that.