Variable Data (Part 2) The Revolution

Since many graphic designers are also Web developers, consider adding services such as repurposing print design to Web page layouts that incorporate data collection. This sets the stage for real-time data streams that can be utilized for ongoing response output.

A simplistic example would be that you could offer an integrated life-cycle model. A generic mailing list is used for a postcard mailing that directs recipients to a Web site. Interested prospects then fill out a Webform questionnaire. Once submitted, the data is automatically filtered into a VDP database and a customized printed response is generated. From there, the same cycle can repeat itself in future communication thus enhancing the "it's all about me" personalization phenomena.