Marketers know that success hinges on identifying customer behaviors and preferences, then offering products or services that respond to their needs. Marketers have more data about their customers than ever, and they also have access to technologies that can reach customers where they are with relevant messages via the best channels. Corporations of all sizes want to use the data that they have to guide marketing efforts in a more effective direction.

In December 2016, InfoTrends completed a study entitled Lead with Data; Follow with Print. The objectives of this study were to define the range of utilization sophistication among marketers’ data and examine how data is being used to drive better sales and marketing results. The research examined data sources, critical data processes (from auditing to mining and predictive modeling), and how data was being deployed in print and digital marketing campaigns. Over 250 marketing executives and 50 agency executives completed the survey, and these respondents highlighted the following areas of importance as we move forward into 2017:

Most print service providers have a loyal base of customers that trust them to get their promotions and critical customer communications in the mail. These loyal customers have asked them to produce variable data direct mail, cleanse data, and track mail. According to InfoTrends’ survey data, enterprise respondents are also willing to entrust their service providers with expanded data-driven communication services. As shown in the Figure below, 51% of marketers that use direct mail as a marketing channel were using an integrated service provider. Furthermore, another 37% saw value in having this type of a provider even though they were not currently engaged with one. The message is that marketers are willing to buy integrated communication services from print service providers, so it’s time to evaluate how you can help your clients effectively leverage their data assets.