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Is Data Enrichment in Your Marketing Services Portfolio?

Data enrichment (also known as data appending) is the process of finding and adding missing or inaccurate attributes in existing data contact lists. This article explores how print service providers can leverage data enrichment services to bring differentiated value-add to clients.

By Barb Pellow
Published: March 9, 2017

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A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at barb_pellow@infotrends.com.

 

Discussion

By Gerhard Maertterer on Mar 09, 2017

Of course Data enrichment services are one step for print service providers to offer value-add to their clients. But to really offer highly differentiated USPs, printers have to consider, what other channels already are able to offer.

Imagine: Conventional broadspectrum advertising is changing into precise advertising - specific to individual customer profiles. Online-experts and mobile-experts already exercise that. Printers now have the chance, to learn from them. Insights into big data, distilled using predictive analytics, guide the so called REAL-TIME MARKETING from start to finish. Ideally, this generates automated advertising that includes intelligent connections between a company's own call centre, own website, social media and mobile end devices.

The API interface with Eversfrank’s digital printing plant now also allows – what we call – REAL-TIME PRINTING to be integrated into this process in a fully automated solution.

The result: Marketing automation orchestrates all omni-channel communication situation by situation and specific to individual events. One day?a personalised e-mail is sent, another a personalised postcard, on yet another day a push notification for an app, a posted self-mailer or a printed one-to-one mini-catalogue. And special occasions like birthdays, saints' days and New Year's Eve may even mean an individual greeting card with picture personalisation and a gift voucher.

 

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