David Hess, Vice President of Sales and Marketing.  Proven Direct, Milwaukee, Wisconsin.

When we started out with Variable Print, we found quickly that we could create the return-on-investment for our clients and the increased response rates.  The missing part was how to really while we're improving response, how to really create a back-end and close the loop if you will.  We've been using personalized URLs for that.  The thing that where our clients eyes light up is essentially when we show them a dashboard where they can measure, in real-time, what precisely is happening with their campaign as well as receive the trigger alerts basically saying, "Hey, this prospect has responded and they're interested right now."

So now we're at a point where we can give them the front-end, increase in response, but then also close that loop as I mentioned by having a dynamic response mechanism, which has been much improved over traditional mechanism such as business reply mail and so forth.

So we've been really integrating it that way as well as being able to manage the e-mail aspect as well and really pull together holistically what's happening with the overall campaign.