Gimbel & Associates Blog

Why is Data Still a Four-Letter Word?

Posted by Lois Ritarossi on Oct 2, 2018 11:19:34 AM

Highly personalized and customized print communications that drive customer engagement have won awards and been featured in highly acclaimed case studies for decades.  Marketers have experienced response and conversion lift when they leverage variable data. This phenomenon has been documented many times.

Why are so few of these campaigns executed? Most direct marketing programs do not leverage the demonstrated power of data. What is it about variable data that keeps marketers from using readily available technology to their advantage?

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Topics: variable data printing, creative, agencies, print buyers, Deborah Corn, Print Media Center