Run a quick check of the internet using your favorite search or decision engine and you will find that strategies for using data in customer-facing communication are the buzz. The role model success stories for both direct mail marketers and transaction print producers have been rolling out in blogs, articles, and in conference presentations for the past several years. The question: Is data-driven communication integrated into your 2010 customer communication strategy?

Let's start with a definition of data-driven communication. The baseline is the use of data in communication to your customer. In the case of transaction communication the data flows from customer transaction data bases and may be directly placed in the customer document (what you bought and what you paid). It may also be used to trigger formatting changes or the insertion of informational, educational or marketing messages. In direct mail the database provides the address, but in the best of situations is also being used to trigger different offers to different targets.

These are simple definitions, as current practitioners of data-driven communication will tell you. They do, however, lay the baseline. Once we agree about what is included in the definition of data-driven communication, the next step is to understand that it is a multi-channel communication technique. In the best of integrated customer communication strategies, the use of data to tune offers, alter formatting based on the gender or age of the recipient, and track trends is customer interaction is part of the plan.

That brings us to the question: what are you planning for 2010? Have you brainstormed with your Kodak team to see how we can help you communicate more effectively with your customers? We have team members ready to come and talk to you about how adding a data-driven communication strategy can add value to the services you offer (internal or external clients) and maintain your status as a partner to your clients.

If you haven't talked to us recently, come talk to us now!

Have a story to share? Drop me a note: pat.mcgrew@kodak.com - we'd love toshare your success story!

Today is K-DAY, the first day of a series of Digital Printing Solutions Innovations Days here in the demo center at La Hulpe in Belgium.

Crisis or no crisis, early wake-up to catch the flight, 'stripping' for security at the airport, doing the Gordel (=Flemish for the périférique around Brussels)... still 20 Spanish prospects made it to our first Day of the Kodak EAMER DPS Innovation Days.

The customers were welcomed by Giuliano Bianchet, Country Manager Iberia and Manu Cortizo, IPS Sales Director Iberia.  After an overview presentation of our solutions, the customers could enjoy a very nice finger buffet and some talks with each other, Kodak people and ... several Kodak partner companies that were present too.

Having both filled their stomach and their minds with food for thought, it was time for some hands-on work in the demo where they were presented with our different DPS solutions.

In the demo at La Hulpe they saw a unique line up of Kodak DPS solutions. In the EPS section we've the brand new Digimaster EX300 for BW applications. We also have the M700 NexPress for mid volume, as well as the NexPress 2500 with Dimensional Ink and the new NexPress SE3600.

In the IPS section we've a VL2000 with Hunkeler unwinder and rewinder as well as the new 700 Print Manager.

Fort the first time we also have Stream technology here in the demo with the Prosper S10 BW PrintHead.  Customers get at each solution a short presentation and can witness live demos, and ask questions.  Later today Kodak will invite them for a Dinner here in Brussels at the Atomium.

So far a good start for Day One.

It doesn't matter if you are the brand owner, the printer, or the recipient of the message, we all want more meaningful and more rewarding relationships. One way to create those relationships is to use data to create a more meaningful customer communication strategy.

The interesting thing about a data-driven communication strategy is that there is value at every stop in the chain. Mined data provides an amazing amount of raw data and genuine information that can be leveraged to create more appropriate customer communication. That same data can be used to trigger more appropriate marketing messages, leading to higher offer response rates. And, using data to tune your communication strategy could actually reduce your campaign costs by allowing you to target only those customers who have the most value to you.

Sound intriguing? We're going to be talking about all of these options at the TransPromo Summit, Thursday and Friday at the Hyatt Regency in Boston.

If you are in Boston, come join us! It's not too late. The registration link is:

http://www.infotrends.com/public/Content/Events/TransPromo09/registernow.html

Or, just drop in. You'll find us at:

Hyatt Regency Boston
One Avenue de Lafayette,
Boston, Massachusetts, USA 02111
Tel: +1 617 912 1234 Fax: +1 617 451 2198
Maps & Directions

Catch up with me, Marc Johnson and the rest of the Kodak team! And, watch this space as we blog from the event.