DIGITAL digest

Al Kennickell, president of The Kennickell Group in Savannah, GA, echoed an observation made by Hackett that getting into data services requires a significantly smaller investment than adding "heavy iron" or previous printing business transformations.

Developing expertise in data analytics and moving toward being a creative agency are where Kennickell sees business opportunities. "Data analytics changes the way people market," he said. Offering the service now gets The Kennickell Group a seat at the table it couldn't get in the past, but "we need to upgrade on the creative side—in terms of graphic design and copywriting—to match our expertise in analytics."