DATABASE MANAGEMENT — DATA INTO DOLLARS
Transcontinental works with its clientele to build an incremental strategy on data compilation and enhancement to keep the focus on marketing versus data compilation.
Another common challenge, according to Neumann, is access to data in order to more effectively analyze and target customers and prospects for marketing initiatives.
“Marketers today, more than ever, understand the power of data in the marketing planning component of campaign management,” he says. “But many are frustrated by still being reliant on static reports or internal IT resources to deliver information.”
The challenges in providing database management services are both tactical and strategic, adds Bowne’s Beitler. “From a tactical perspective, the initial challenges occur when a customer needs changes after data integration processes have already been defined and executed,” she contends.
“We solve this issue by keeping in constant communication to assess their needs and then change our integration process accordingly. From a strategic perspective, Bowne provides high-end data mining services that help customers fine-tune their direct marketing efforts to continually improve their marketing return-on-investment.”
Neumann, of Transcontinental Direct, concludes that the ability to do sophisticated variable data digital printing is directly attributed to having strong database management and hygiene capabilities.
“Without the ability to manage data in a consistent and accurate manner, printers risk being left behind as variable data printing applications expand,” he predicts.