PRICING VARIABLE PRINTING — CASHING IN ON VDP
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The easiest step in executing VDP solutions is the production.
Why all the emphasis on data and its impact on pricing? Data is the single most important aspect to direct marketing success. The high-end data mining and development industry has consolidated and changed. Many of their functions are showing up again in the VDP realm. End users invested huge dollars in CRM software to provide extensive data internally for marketing purposes and the outside data management industry changed drastically. At the same time this change was occurring, the end users—with their fancy new CRM software—reduced internal staff extensively, including their data services people. Now they have all the data with no people and no budgets to execute.
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Jim Liszewski
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