Personalization: Data-Driven Print and Internet Communications

List of Tables

Figure 7.2 The Democrat and Chronicle’s transition from product to audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Figure 7.3 The Democrat and Chronicle’s in-depth focus on audience . 161 Figure 7.4 DOX variable data mailing piece . . . . . . . . . . . . . . . . 173 Figure 8.1 Four-year LTV calculation of static versus personalized catalog campaigns . . . . . . . . . . . . . . . . . . . . . . . 194 list of tables Table 2.1 Primary services provided by advertising agencies . . . . . . 21 Table 2.2 U.S. advertising expenditures by media type . . . . . . . . . . 22 Table 2.3 Factors driving the media choices in a campaign . . . . . . . 23 Table 2.4 “Below the line” media expenditures, 2002, 2007 . . . . . . 24 Table 2.5 Direct response advertising expenditures in 2006 . . . . . . 25 Table 2.6 Top personalization techniques. . . . . . . . . . . . . . . . . . 26 Table 2.7 Average response rates by direct medium . . . . . . . . . . . 31 Table 2.8 Media that provides useful information on bargains . . . . . 32 Table 2.9 Decision makers’ top B2B digital media, 2007 . . . . . . . . . 33 Table 2.10 Decision makers’ top B2B traditional media, 2007 . . . . . . 33 Table 3.1 Amount of personalization used by marketing executives, 2003 vs. 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Table 3.2 Levels of complexity used in personalization campaigns . . . 42 Table 3.3 Awareness of personalization print technologies . . . . . . . 44 Table 3.4 Database functions and level of personalization used . . . . 46 Table 3.5 Correlations with level of complexity . . . . . . . . . . . . . . 47 Table 4.1 Hierarchy of dialogues . . . . . . . . . . . . . . . . . . . . . . . 63 Table 4.2 Levels of personalization and the typical marketing objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Table 4B.1 Tabulated results from site analysis . . . . . . . . . . . . . . . 80 Table 5.1 Relational information processes. . . . . . . . . . . . . . . . . 86 Table 5.2 WideWaters Players’ Club database. . . . . . . . . . . . . . . 90 Table 5.3 WideWaters visit activity database . . . . . . . . . . . . . . . 90 Table 5.4 WideWaters database provided to SourcePrint . . . . . . . . 92 Table 5B.1 List of variable data software programs . . . . . . . . . . . . 108 Table 5B.2 VDP application matrix: Software features and definitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 Table 5B.3 Pageflex analysis . . . . . . . . . . . . . . . . . . . . . . . . . 111 Table 5B.4 Darwin VI authoring tool analysis . . . . . . . . . . . . . . . 113 Table 5B.5 PrintShop Mail analysis . . . . . . . . . . . . . . . . . . . . . 115 Table 5B.6 XMPie uDirect Classic analysis . . . . . . . . . . . . . . . . . 117 Table 7.1 Ancillary services offered by printers . . . . . . . . . . . . . 153 Table 7.2 New styles for newspaper leaders . . . . . . . . . . . . . . . 157 Table 8.1 Media metrics and related syndicated services . . . . . . . 182 Table 8.2 Typical advertising impact metrics and related syndicated services . . . . . . . . . . . . . . . . . . . . . . . . .183 Table 8.3 Comparison of two media choices for a hypothetical advertising campaign . . . . . . . . . . . . . . . . . . . . . 186 Table 8.4 RPM and CPR for an outcome of 100 dinner patrons . . . . 187 Table 8.5 Hypothetical results from static/mail merge catalog campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188 Table 8.6 LTV calculation for hypothetical static/mail merge catalog campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 Table 8.7 Four-year LTV calculation for hypothetical static/mail merge catalog campaign. . . . . . . . . . . . . . . . . . . . . . . . 190 Table 8.8 Results from hypothetical static and personalized catalog campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 Table 8.9 One-year LTV calculation of hypothetical static and personalized catalog campaigns . . . . . . . . . . . . . . . 192 Table 8.10 Four-year LTV calculation for hypothetical personalized catalog campaign. . . . . . . . . . . . . . . . . . . . . . . . 193 Table 9.1 Effective personalized communications tactics . . . . . . . 199 Table 9.2 Three ways to build customer equity . . . . . . . . . . . . . 201 ...