Posts tagged: PURL

Happy Valentine’s Day, Mr. Hamilton

Jim Hamilton
 Feb 13, 2014

While it’s nice to see my name written in rose petals (or in clouds or candies or footprints in the sand), by itself this form of personalization, though eye-catching, is not enough. Using variable data requires more than just a person’s name.

With a very small amount of information (for example, name, address, and account status) it is possible to create a much more effective document. Read more »

A/B ctrl P

Other Posts
 May 15, 2012

How print can learn a trick from online to improve its relevance.

In the latest issue of Wired was an insightful article on A/B testing. In short A/B testing is a process that allows you to  run two variants of a web-page and use analytics to discover which one gets the best response. The differences can be graphical, such as the use and position of pictures and text; typographical such as font, font size and colour or textual, tweaking the wording used. For more in-depth the original feature is here: The A/B Test: Inside the Technology That’s Changing the Rules of Business.

While the Wired piece was primarily about the use of A/B testing for websites, there must be print applications where it could be an equally powerful tool. Of course, not any printing would do. It has to be digital printing to enable the rapid production of two different variants to be tested. Then there is measurability, which necessitates the use of PURLS, QR Codes or similar to enable tracking consumer interaction. Read more »

RR Donnelley Acquires Assets of Nimblefish Technologies

Other Posts
 Dec 15, 2010

According to a press release from yesterday, RR Donnelley acquired the assets of Nimblefish Technologies, a provider of marketing automation software and solutions. From the press release:

R. R. Donnelley & Sons Company announced today that it has acquired the assets of San Francisco-based Nimblefish Technologies, a provider of multi-channel marketing services to leading retail, technology, telecom, hospitality and other customers. Nimblefish’s innovative software services include integrating direct mail, email, web, PURL and variable video components into multi-touch, multi-channel customer prospecting and engagement programs.

“Nimblefish will increase the range of multi-channel solutions that we provide to our customers,” said Thomas J. Quinlan III, RR Donnelley’s President and Chief Executive Officer. “The addition of Nimblefish’s innovative products will enable our customers to draw on RR Donnelley for automated programs that touch customers and prospects with intelligent rules-based messaging that is responsive to their interests and actions. This will leverage our extensive digital platform which offers the ability to personalize communications in quantities from one to millions.”

As stated in the press release, RR Donnelley intends to leverage Nimblefish and its marketing automation technology to offer additional cross-media capabilities and services to its customers. This is an area that has been of increasing interest to print service providers of all sizes that are trying to offer more comprehensive multi-channel and digital marketing services. Read more »

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