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Kodak's Aaron Tavakoli talks about what's changed with Insite Campaign Manager

Published on January 18, 2010

Interviewer:  Hi, Cary Sherburne and Senior Editor at WhatTheyThink.com and I'm back again with Aaron Tavakoli, who is the Product Manager for the Insight product family.  Aaron it’s good to see you again.  

Aaron Tavakoli: Thank you.

Interviewer:  We’ve been talking about Insight Campaign Manager and what some of the new features and functionalities are since the prototypes that you showed more than a year ago at Drupa.  Maybe you can talk a little bit about what’s changed and about what you’ve done in the last year and a-half, I guess.  

Aaron Tavakoli: Sure.  Well, as you can imagine, we’ve been very busy and the engineers have all got their heads down and in the last year really what we’ve been focused on is integrating and building out the data connection points and making sure that when you take that targeted set of data that you’ve cleansed, merged, and analyzed inside of the campaign management platform and drive it to market and execute on that campaign, that really that process is a seamless as possible.  So, making sure that the VDP channels and all of your ad **** channels, in fact Email Pearl are functional and that the feedback and the response mechanisms are layering that data back into our original dataset and that as we go and as we drive offers, we learn more about our user base and we retarget again, we learn more about them and we talk to them again in a different way.  

Interviewer: And you’re in Beta now with Insight Camp –

Aaron Tavakoli: We’re in Beta, that’s correct.  

Interviewer: Do you have an idea when it will be commercially available?  

Aaron Tavakoli: We’re looking to go to market in January, 2010.  

Interviewer: Oh really, January, 2010.  Okay.  Great.  And so, it’s part of the Insight family, is it a standalone product, or does it come with everything else like the store front and the other kinds of –

Aaron Tavakoli: Yeah, and again, the idea here is it’s a technology platform and yeah, you can absolutely add components and add these ancillary Insight products and some of the traditional core products, especially the web to print solutions in line with this tech platform.  But the idea is that, really, we’re really going to help you integrate this product and help our customers integrate this product as they require.  And each implementation of this product may require specific build out, a specific integration points.  And each end users solution is, of course, going to be a little unique.  So, it’s a little different to some of our other products which are basically being the same core functionality out of the box.  This one we’re going to have slightly different influentation to each customer site.  

Interviewer: So, it comes bundled with professional services?  

Aaron Tavakoli: It comes bundled with professional services, consulting, and we understand that a lot of the expertise that we’ve got and we’ve acquired during the process of commercializing this technology, we’re going to need to help some of our customers take on some of those challenges and understand and utilize the technology really to drive success.  

Interviewer:  You know, I think we’re going to really look forward to hearing the stories once it becomes commercially available and everybody can talk about it.  You know, to hearing some of the real life stories from customers.  So, you know, the middle of the year when you – people have had it for six months and –

Aaron Tavakoli: Absolutely.  We’ll start seeing some campaigns hit the ground. We’ve run some live campaigns internally, interactive of course, throughout the Beta phase and we’re really excited about the early results and we believe we’ve really validated the platform and our early Beta adopters are certainly happy.  

Interviewer: Well, it seems to me, and I’m not an expert on all of the software, but it does seem to me that it’s very, very unique in the marketplace right now.  

Aaron Tavakoli: It is.  It is a very unique product and it’s obviously generating a lot of excitement.  And it is a departure, certainly, from our traditional product line, but not necessarily our traditional strategy, which has always been, of course, to bring and help print service providers make business transformation and utilize technology platforms to transform their businesses.  And this is certainly another way that they can do that.  They can move further upstream and take a bigger share of the marketing spent and one that hopefully, brings them a lot more value than obviously some of the traditional revenue streams that are difficult to find margin in today.  

Interviewer: Well, thank you.  

Aaron Tavakoli: Thank you.  Pleasure.

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