Some examples of columns or fields would be first name, last name, address, city, and so on. The columns are the fields used to describe the contents of the record. Each row in the table is considered a single record. Dataĭata used for VDP can be simply thought of as a table or data set. However, even the most basic tools can produce highly effective communications. Each component can vary in complexity and capability and may require advanced software solutions to implement. VDP can be broken down into six key components: data, content, business rules, layout, software, and output method. Analyzing and understanding customer data is essential to maintaining a high degree of relevancy and engagement with the customer. Today, there are massive amounts of data available on customers and their behaviour. In order to accomplish this, it is critical that the content presented is relevant and has value for the intended audience. One of the core purposes of VDP is to increase response rate and, ultimately, conversions to the desired outcome. More advanced VDP solutions may include campaign management tools, workflow management, two-dimensional barcode generation, image-based font technology, and integration into external systems such as databases, email, web2print solutions, data cleansing, or postal optimization solutions. This method is typically found in web2print solutions and produces items such as business cards, where the layout, fonts, and required elements can be predetermined and the content based on the data entered. Another VDP form is when you enter the record manually or upload a simple text-based data table, which then fills the content of a template. Each record in the data set produces one document. A mail merge is a simple form of VDP where a static document has data elements added directly to it. This is known as trans-promo or trans-promotional. Transactional documents like invoices and statements are probably the oldest form of VDP, but these have evolved to include marketing or informational content. Electrophotographic and ink jet printing are ideally suited for this type of printing as each page is imaged individually. Because the content on the printed page is constantly changing, it would not be feasible to produce this type of print product with traditional offset lithography or with any other process that requires a fixed image plate. Variable data printing, or VDP, refers to a special form of digital printing where document content is determined by entries in a record or data set and can be highly personalized. Varied text, graphics, and images are typical content elements, but layout, element positioning, and even document choice are just some of the other variables.
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