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!

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Posted By: http:// (11/21/2009)
Comment: Very interesting post.I only know about DDC is that Data Driven Communications (DDC) can help ensure that your customer communication is welcomed as a value-add service, rather than rejected as an annoyance. It converts the efforts made in data acquisition, data management, list segmentation, and targeting analysis, into an effective communications campaign.Very useful information in this post.Thanks....

Posted By: boat fenders (11/19/2009)
Comment: I hope this technology will arrive in 2010. This technology will change the lifestyle of the people.

Posted By: John (11/14/2009)
Comment: http://www.donotmail.org/

Posted By: http:// (11/4/2009)
Comment: hi