Printers continue to search for ways to beef up the database and analytics skills necessary to produce meaningful personalized direct mail, as evidenced by recent moves from RR Donnelley and Consolidated Graphics. Earlier this week, Consolidated Graphics announced it had acquired The Jackson Group, which offers state-of-the-art data analytics, among other services (see the full story here). This was followed several days later by the news that RR Donnelley had acquired 8touches, which gives real estate brokers the online tools necessary for creating customized, targeted direct mailings. These tools include sophisticated mapping features and the ability to access address and demographic data (read more about the deal here). “This is part of an overall trend among the major print providers to acquire additional front-end capacity,” says Bill Lamparter, president of PrintCom Consulting Group. “Printers are recognizing that they have to go further back in the prepress process to create meaningful variable data print.” Overall, much of the digitally printed direct mail being produced today features limited personalization because many printers lack capabilities in database marketing and data analytics, Lamparter says. Donnelley, Consolidated Graphics and others grasp what is required and already have some capabilities in place but are looking for ways to continue to build strength in personalized direct mail, he continues. With marketers demanding more personalized and targeted mailings, Lamparter expects there will be more acquisitions and strategic partnerships this year as printers continue to look for ways to boost their VDP know-how. (for more on Consolidated Graphics’ acquisition strategy, read Cary Sherburne’s interview with CGX CEO Joe Davis here).