Cross-platform marketers using TPIKs to track customers

09/9/2013 | MediaPost Communications

Many companies are failing to recognize their customers across multiple data points and are in turn missing out on actionable outcomes from conversations with them, according to Forrester analyst James McCormick. He recommends the use of touchpoint interaction keys, or TPIKs, such as first- and third-party cookies and relational channels, rather than using search that's difficult to associate with individuals. "There are links that identify a person at point of sale, on e-commerce websites, on social media, and on every channel that we use to interact with customers," McCormick said.

View Full Article in:

MediaPost Communications

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Digital Research (Burbank or New York)
Warner Bros. Entertainment Inc.
Burbank, CA
Data Entry and Integrity Coordinator
Interactive Advertising Bureau
New York, NY
Director of Business Development - Denver/New York
zvelo
Denver, CO
Director of Marketing - Denver
zvelo
Denver, CO
Instructor, eMarketing
UNIVERSITY OF VIRGINIA
Charlottesville, VA