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Behavioural targeting delivers on-demand brochures, books, catalogues – designed and personalised on-the-fly via web site tracking data.

Integrated marketing is one of the much repeated mantras. The dream took a step closer with  Web2Print - a break through for multi-channel marketers. A new web based solution uses the data mining immediacy of the web with high-res .pdf and print production to produce personalised brochures, books or catalogues.

Our solution tracks a customer across a web site and creates on-the-fly, on-demand personalised publication reflecting the customers interests and behaviour patterns.

The solution has been developed from single source publishing and dynamic publishing technologies.

For example: a customer on a fashion web site may look at dresses. Real-time analytics shows most time is spent viewing a red dress. CRM records also show this customer has previously purchased shoes from the site. When the customer requests a brochure the analytics data formats the .pdf pages to put a pair of red shoes on the cover. On page 3, or as an inside spread, the red dress is shown in a large format with smaller size matching red accessories.  The accessory images can be placed individually by using global buying pattern data analysis.

The remainder of the brochure is formatted according to tastes/rules and copy and prices can be personalised too - including adding external advertisements. The .pdf can be presented to the customer on screen, emailed or sent to a digital printer for print and fulfilment.

Savvy Marketers have long recognised the increased ROI that personalised print material delivers. Using this advanced Web2Print solution the publication becomes truly customer led. Rapid money saving too : they’ll no longer need to hold stocks of time sensitive material.  Personalised flyers, full colour brochures, catalogues or manuals of 1 to 3000 pages can be produced on-demand. Conversely non-time sensitive sections of the publication could be pre-printed with dynamic personalisation added as covers and / or overprinted. Formatting for CD/DVD production is a further option.

The solution works with data and images held in online catalogue or shop databases which are reformatted on demand to create a professional quality .pdf when the customer clicks the “request brochure” button.

By previously tracking the customer behaviour through the web site and analysing purchase history the products of most interest are placed in the forefront of the personalised publication along with cross or up-sell alternative lines.

The solution has been recently implemented for the imminent launch of an on-line deliver-on-demand travel guide business with a choice of more than 500 individual destination publications.