On-demand Printing--Delivering Digital Dollars

All the current talk about variable printing and personalization centers around printing and other technology. Buy a digital color press and, poof, you too can be a part of this hot and rapidly growing market. If it were that simple you would all have one, and Xeikon and Indigo would be as big as Heidelberg. We all know it is not that simple. Just like a good golf swing starts with the grip, a good variable printing strategy starts with good data on who you are trying to reach. Technology becomes an enabler to help you accomplish your goals.