Using recency, persona and intent -- or RPI -- as a basis for real-time marketing gives companies a guide for engaging prospective clients with relevant content, Karl Wirth writes. Data collection and identification are leveraged in RPI on a client's persona and on their specific intent for visiting a site, allowing marketers to uniquely tailor pop-ups and other forms of engagement with the client. "[T]he key is building business relationships through your website," Wirth writes.

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