Get Personal

“Catalogers have become very good at data-mining,” says Patneau. “The key, however, is understanding the data they’ve discovered, not necessarily how to apply the technology, and how to do real-time or near real-time data analysis to positively impact sales on the next mailing.”

Such undertakings require more up-front work than a traditional, non-versioned catalog, as well as a greater degree of cooperation between your IT and creative staffs. Their combined goal is to craft the personalization elements (e.g., offers, pictures, copy) expected to have the most relevance for the intended recipients.