A number of years ago, I came up with a comms planning notion called Twitchpoint Planning, the basis of which was that people use multiple devices when researching and gathering information; information that will ultimately result in a sale. Some called this customer journey exercise. I honed it toward more of a digital exercise. A twitch, I reasoned, was a move from one device to another. (The Internet of Things is going to have an impact here, fo’ shizzle.)
The other day I was looking at What’s The Idea? blog metrics on Google Analytics and lo and behold did I see a Beta test for what Google calls “Cross Device” measures. Sub-topics include: Device Overlap, Device Paths, Channels and Acquisition Device. Talk about proof of concept! When I began thinking about Twitchpoint Planning I shared the preso with Joshua Spanier, senior marketing director Google Media. He registered a few degrees above lukewarm.
Cause and effect? Who knew. Psychic unity? Probably. Either way, bravo Google. You will make millions. And the planners will make thousand. For the marketers…the sky’s the limit.