Will Chrome Solve our Multi-Device Problem?

Google recently launched a new television commercial that advertised their Chrome browser as a solution for your computer, tablet, and mobile device. For marketers and digital analytics pros of all types, this solution has real potential. Not because of the convenience of the solution, but because it potentially solves our problem of identifying visitors to our websites and mobile apps as they traverse from work computer, to mobile to tablet…throughout the day.

First check out the video:

Here’s why this solution has potential for consumers…

Errr…what’s my password again? In an increasingly password-protected web, users will find this unified browsing service valuable. How many times have you scratched your head and asked yourself…”What’s my password?” This unified browser resolves that issue with Chrome’s saved password feature. For those of you not using OS keychains or another solution for recalling your passwords, this is a sure-fire way to minimize the dreaded password reset.

Faster than a speeding search engine. Google’s search (while Bing is giving it a good run) is getting smarter. The Chrome “Omnibox” (you know it…it’s the address bar) will automatically predict what you’re typing (if you let it), which virtually tells you that Google is smarter than you are. Not only does this help get to the right stuff more quickly, but it also recalls where you’ve been previously. But if you’re not into that sort of thing, “Google only records a random two percent of this information received from all users and the information is anonymized within 24 hours. However, if you use Chrome Instant, your data can be kept up to two weeks before it’s deleted.”

Remember my Tabs? No, I’m not talking about the “Totally Artificial Beverage” soft drink (for those of us old enough to remember Tab cola), which was the predecessor to today’s ubiquitous Diet Coke. I’m talking about the tabbed browsing experience. Since most of us bounce between devices as a matter of habit, the ability to bookmark a tab on one device and pick up another to find the same page is becoming increasingly valuable. No more searching for that web page you found right before your boss walked into your cubicle. Simply tap the bookmark star and you’ve got it remembered on all of your Chrome-synched devices.

Here’s why this is a web analysts’ dream…

For us web analytics wonks, having Google Chrome Now Everywhere could help us solve the problem of identifying visitors across devices and sessions when they don’t log in. I cannot count the number of conferences, expert panels, and lobby bar conversations where I’ve heard the question asked: “How can we identify anonymous users across devices?” Well, Google could now potentially solve this problem for a subset of devoted Chrome users…if they choose to make this data available. That’s a big if…

Despite the fact that Google also announced Universal Analytics today, Google would have to make this cross-device data available to us #measure folks. Wouldn’t that be AWESOME? But who knows if they’ll open the kimono on this really valuable data? Perhaps, Google may be holistically trying to help marketers by someday tying products like Chrome and Google Analytics into a common perspective… But perhaps that’s just too progressive for the privacy pundits. I don’t know.

While no digital analytics solution is 100% accurate in its ability to understand user behaviors due to cookie deletion rates, missing data, and anonymous browsing. Chrome’s omni-device presence would certainly help identify with precision those users who opt in to use this solution because of the benefits that it offers. I’ve been saying this for years, but it’s all about the value exchange. And the value derived from having Chrome remember all of your passwords, favorite pages, and preferences is well worth it for many. Don’t be surprised if Safari, Firefox and others start riding GOOG’s coat tails on this one…

What about you? Do you think this will change #measure?