Selling Digital Printing--Making Money, Digitally

This type of highly personalized direct marketing can really improve response rates. That's why KAR moved into digital printing: To give clients a bigger bang for the promotional buck.

"A lot of companies are gathering so much data, but they don't know how to use it," Marrale says. "Indigo provides a good way to take the raw data and convert it into a mailing program. That's a lot better than just going out blindly and buying 5,000 names off a mailing list."