Digital Printing Technology in Use

But to really tackle digital printing, a cataloger’s customer data must tie to the right images in the asset collection. Response rates will approach catalogers’ cost-justification minimums when they invest in capturing information at the point of sale, and then use it on press.

Sisson sums up the principles for using digital technology on one-to-one print projects: 1) Do you know your customers enough to pull out the ones for whom one-to-one printing will be meaningful? 2) Once you know who they are, can you determine exactly what they want to buy? Then it’s not just good data mining, it’s also good marketing. CS1