Variable Data--Up Close and Personal
What if we could start printing pages that are virtually promised to make an impression on the reader? What if we could tailor a page so that it would absolutely appeal to a specific, targeted reader? This is the golden opportunity of variable data technology.
To deliver variable data, you must first attain a knowledge of what kind of person the reader is and how different kinds of people relate to all of the different potential messages. This involves maintaining a database profile of every reader, as well as a database of rules that capture the marketing knowledge of what kinds of messages (products, information, services, etc.) appeal to what kind of person. The key is to be able to pigeonhole a reader into a category and then talk to each category differently.
