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Data-Driven Print and Internet Communications

Patricia Sorce

Publication Year: 2009

This book, the fourth volume in the Printing Industry Center Series, serves as a follow up to Dr. Sorce's previous book, Data-Driven Print, published in 2006. Here, she documents the importance of utilizing personalization and custom communication techniques, and identifies the best practices, best prospects and associated business models for delivering top value to printing clients. In addition, several case studies provide real-world examples of this evolving industry.

Published by: RIT Press

Title Page, Copyright

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pp. v-vi

List of Figures

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pp. vii-viii

List of Tables

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pp. viii-xi

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About the Author

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pp. xi

Patricia Sorce is currently co-director of the Printing Industry Center at RIT and administrative chair of the RIT School of Print Media. She teaches in the areas of marketing research, buyer behavior, and database marketing. Her...

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pp. xiii-xv

In the three years since the publication of Data-Driven Print, the media world has continued to change. A tangible example of this change occurred in late 2006 when Time magazine announced its Person of the Year—YOU! This decision on the part of Time’s editors celebrated the growth of usergenerated content and the enthusiasm of younger media users in having information...

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1 The Power of Personalization

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pp. 1-15

We have all experienced it. In a crowded room filled with party chatter, you can concentrate on your own conversation with two colleagues and, without too much trouble, ignore what is going on around you. Then a voice within earshot, coming from a conversation in another corner of the room, mentions your name. Your attention, and perhaps your head, turns to...

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2 Personalized Marketing Communications in the Integrated Media World

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pp. 17-35

Today more than ever, there are a variety of media channels from which to choose when deciding how to reach an audience. For example, if you are the manager for a local franchise hardware store, how will you allot your advertising budget? On local newspaper ads? Cable television ads? Direct mail to households within five miles of your store? Radio ads? By purchasing billboard space? By creating a promotional event involving hot air balloon rides in the parking lot? How does a business owner, marketing director, or....

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3 The Current State of Personalized Marketing Communications

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pp. 37-52

In data-driven print, we concluded that the current media planning environment could encourage the use of direct marketing campaigns because of its built-in capability to track response rates. New research reported in the previous chapter indicates that media decision makers are embracing interactive marketing methods, but that electronic media are the primary growth...

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4 Personalization Strategies for Customer Development

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pp. 53-84

The most persistent barrier to the widespread adoption of personalization is an inadequate information infrastructure, without which there can be no actionable customer data and insight. Having a well-designed customer data management system is a critical first step. As illustrated in Figure 4.1, reprinted from an article by Payne and Frow (2005), an information infrastructure is developed by first understanding a firm’s business strategy and...

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5 Database Technologies for Personalization

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pp. 85-118

Thus far we have identified two requirements for the use of personalized marketing communications. The first requirement is having a customer relationship marketing (CRM) strategy, built on the knowledge of individual customers or prospects. This will yield a theory of consumer behavior that will inform the marketing tactics designed to fit the way typical consumers....

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6 Corporate Communications: In-Plant Print Shops and Transpromotional Documents

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pp. 119-149

While the emphasis of this book is primarily on the marketing function of personalized communication, there is also a great deal of personalization being implemented through corporate communications to employees, stockholders, and influencers such as publishing media. Many large corporations and government entities maintain in-house printing services that print, distribute, and mail these documents. Corporations that provide financial and...

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7 Transforming Printers and Publishers into Digital Service Providers

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pp. 151-175

The digitization of electronic communications has created business winners and losers. As firms such as Amazon and Google are built on these technologies and flourish in this environment, entire industries such as recorded music, camera film, and printed reference books are in a steep decline. Print is the oldest information medium and today print services providers are...

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8 Measuring Success: Closing the Feedback Loop

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pp. 177-196

In order for a company to commit to the level of investment required for implementing personalized marketing communications, top management must first understand the value of these programs. In order to prove the value, outcome measurement is required: evaluating how personalized advertising compares to standard marketing communications regarding revenues...

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9 The Intelligent Use of Personalization

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pp. 197-205

The focus of this book has been to help marketing decision makers and their advisers understand the strategy and technology requirements to create personalized promotional materials that are welcomed by the receiver. We have identified these steps to create effective personalized marketing


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pp. 207-220

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About the Printing Industry Center at RIT

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pp. 221-222

The Printing Industry Center at RIT is dedicated to the study of major business environment influences on the printing industry, precipitated by new technologies and societal changes. The Center addresses the concerns of the printing industry through educational outreach, research initiatives, and print evaluation services. The Center serves as a neutral platform for the dissemination...


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pp. 223-231

E-ISBN-13: 9781933360591
Print-ISBN-13: 9781933360409

Page Count: 248
Illustrations: 28
Publication Year: 2009