Ways In-plant Print Shops can Utilize the Parent Organization's Customer Data

By Bob Neubauer

The Xplor Document University’s educational road show came to Philadelphia in November, and IPG attended the one-day seminar. Though rain and traffic took a toll on attendance levels, the five speakers gave interesting and thought-provoking presentations.

Pat McGrew, Kodak’s evangelist for data-driven communication, delved into one variable data dilemma in a session called “You Have Data. Now What?” She noted that, to create relevant communications materials, you have to interpret and analyze the data you have, and even augment it by buying additional data. Otherwise you can get an inaccurate picture of the person you’re marketing to. For example, she said, when people do their Christmas shopping on Amazon.com, they may later get offers for products they have no interest in, based on those gift purchases.

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Bob Neubauer Author's page

Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited more than 180 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.

What to Do With Your Data