SPECIAL REPORT VARIABLE DATA PRINTING -- Methods May Vary

That means the marketing services firm has to have a way of tracking programs so clients can see how they are working. "We use proprietary software on the back end to report the results," Taylor notes.

The next hurdle to overcome is the quality of the client's data, he says. "Most say they have a lot of data, but they don't know if it is usable or how to extract what is useful. We currently employ four people on the database side and are looking to up that number," reports the company exec.