Communication trough documents have become a key element in every company?s life, communication channels expanded to include not just print but fax, web and email. Marketing and market studies repeatedly show that personalized documents (delivered through these channels) can positively influence customer relationship hereby help to achieve business success. For IT companies these changes created an exciting new opportunity to develop new solutions and offer new services. There are several companies on the market of personalized document creation which offering high quality product and services. Therefore it might not be easy to make the right choice, to find the most fitting solution and the best vendor. The main objective of this thesis is to provide detailed information about personalized document creation in general and to introduce the market leading vendors and their technology.

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Personalized communication is when the marketing message is adapted to each individual by using information from a databaseand utilizing it in the various, different media channels available today. That gives the marketer the possibility to create a campaign that cuts through today’s clutter of marketing messages and gets the recipients attention. PODi is a non-profit organization that was started with the aim of contributing knowledge in the field of digital printingtechnologies. They have created a database of case studies showing companies that have successfully implemented personalizedcommunication in their marketing campaigns. The purpose of the project was therefore to analyze PODi case studies with the main objective of finding out if/how successfully the PODi-cases have been and what made them so successful. To collect the data found in the PODi cases the authors did a content analysis with a sample size of 140 PODi cases from the year 2008 to 2010. The study was carried out by analyzing the cases' measurable ways of success: response rate, conversion rate, visited PURL (personalized URL:s) and ROI (Return On Investment). In order to find out if there were any relationships to be found between the measurable result and what type of industry, campaign objective and media vehicle that was used in the campaign, the authors put up different research uestions to explore that. After clustering and merging the collected data the results were found to be quite spread but shows that the averages of response rates, visited PURL and conversion rates were consistently very high. In the study the authors also collected and summarized what the companies themselves claim to be the reasons for success with their marketing campaigns. The resultshows that the creation of a personalized campaign is complex and dependent on many different variables. It is for instance ofgreat importance to have a well thought-out plan with the campaign and to have good data and insights about the customer in order to perform creative personalization. It is also important to make it easy for the recipient to reply, to use several media vehicles for multiple touch points and to have an attractive and clever design.

Atualmente, as artes gráficas vivem um momento de grande desenvolvimento tecnológico, principalmente em relação às novas tecnologias de impressão sem fôrma, popularmente conhecidas como impressão digital. O objetivo central desta pesquisa é compreender as mudanças dos métodos produtivos provocadas pela adoção da tecnologia de impressão digital pela indústria gráfica. Este trabalho propõe o levantamento dos principais sistemas de impressão sem fôrma adotados pelas gráficas, identificando as tendências tecnológicas de impressão sem fôrma desenvolvidas especialmente para a indústria gráfica. Visa, ainda, investigar quais recursos de impressão de dados variáveis foram viabilizados por esta tecnologia, analisando o impacto destes novos sistemas de impressão gráfica sobre a impressão de dados variáveis ou impressão personalizada. A pesquisa também apresenta um conjunto de trabalhos gráficos relevantes ou inovadores que utilizam a impressão de dados variáveis com o objetivo de apontar as possibilidades produtivas de impressão de dados variáveis viabilizadas por esta tecnologia. A análise dos resultados da pesquisa visa documentar o novo cenário da impressão digital dentro da indústria gráfica, as tecnologias de impressão sem fôrma mais empregadas por este setor, e as diferentes alternativas produtivas de impressão de dados variáveis. / Nowadays, the graphic arts are in a great moment of technological development, especially in new printing technologies without a printing plate, which is popularly known as digital print. The main objective of this research is to understand the changes in production methods by the adoption of digital printing technology for the printing industry. This paper proposes the research of the leading computer to press systems adopted by graphics and the identification of print technology trends without a printing plate, specially developed for the printing industry, as well as investigate which variable data printing capabilities were enabled by this technology, analyzing the impact of these new graphic printing systems on variable data printing and custom printing. The survey also presents a set of relevant and innovative graphic works that use variable data printing in order to point out the productive possibilities of variable data printing, enabled by this technology. The analysis of the survey results aims to document the new situation of digital printing in the printing industry, the printing technologies without a printing plate more used in this area and the different productive alternatives of variable data printing.

Variable data will play a decisive role in the future of packaging and product promotion. Variable data printing (VDP) is a technique whereby certain information can be altered in an otherwise static layout with the help of a digital printing system, and in the packaging industry a wide range of applications is possible. Inkjet printing, due to its non-impact printing (NIP) principle, is the most suitable technology to use when applying variable data on packaging and to offer customized and even personalized prints for the industry and the end-consumer (van Daele, 2005). The aim of the work described in this thesis was to evaluate the practicability of attaining high quality variable data print (VDP) at high speed. The thesis is divided into three major parts. Part one focussed on the surface topography of corrugated board and applicable analytical methods to describe the printability of the substrate. In the second part the performance of inkjet on corrugated board liners printed at high speed was investigated and how to achieve maximum printing resolution. The final part of the thesis is devoted to a market survey of variable data printing on the North American and European markets. Part 1 concentrated on corrugated board as substrate and its pre-conditions regarding surface topography before the printing operation. Most critical for the quality are print defects such as mottling, gloss and stripiness, all of which occur in the printing of corrugated board. Stripiness is especially critical because it is one of the most disturbing print defects on corrugated board since it is periodical and more easily perceived than random print defects (Netz, 1996). Part 1 revealed that there is a difference in surface micro-roughness between the regions on the peak line of the fluting and the regions in the valley between two peaks of the corrugation which leads to glossy lines on the peak areas. The aim of the second part was to assess the practicability of attaining high quality VDP at high speed on a variety of liners for corrugated board production. The trial was conducted on a Kodak Versamark DP5240 press in Örnsköldsvik, Sweden, in cooperation with the Mid-Sweden University - Digital Printing Centre (DPC). Nine different substrates were printed at speeds between 0.5 and 5 m/s. The results revealed that the paper type rather than the printing speed has the greatest influence on the print quality. Speed, however, is the most important technical factor for inline implementation of inkjet. To obtain a picture of the industries’ view of variable data print on fibre-based packaging, a market survey was initiated and was addressed to people in the development, marketing and decision-making sectors of the packaging and printing industry, including manufacturers of machinery, producers of packaging and prints, and print buyers. The goal was to draw an overview map covering the people’s view of their market, trends in their fields and how they envision the future of VDP on fibre-based packaging. The conclusion was that inkjet technology has to prove itself first and to increase its technical capability, and the printing industry will then start investing more in this technology and in applications such as VDP. / QC 20101206

Atualmente, as artes gráficas vivem um momento de grande desenvolvimento tecnológico, principalmente em relação às novas tecnologias de impressão sem fôrma, popularmente conhecidas como impressão digital. O objetivo central desta pesquisa é compreender as mudanças dos métodos produtivos provocadas pela adoção da tecnologia de impressão digital pela indústria gráfica. Este trabalho propõe o levantamento dos principais sistemas de impressão sem fôrma adotados pelas gráficas, identificando as tendências tecnológicas de impressão sem fôrma desenvolvidas especialmente para a indústria gráfica. Visa, ainda, investigar quais recursos de impressão de dados variáveis foram viabilizados por esta tecnologia, analisando o impacto destes novos sistemas de impressão gráfica sobre a impressão de dados variáveis ou impressão personalizada. A pesquisa também apresenta um conjunto de trabalhos gráficos relevantes ou inovadores que utilizam a impressão de dados variáveis com o objetivo de apontar as possibilidades produtivas de impressão de dados variáveis viabilizadas por esta tecnologia. A análise dos resultados da pesquisa visa documentar o novo cenário da impressão digital dentro da indústria gráfica, as tecnologias de impressão sem fôrma mais empregadas por este setor, e as diferentes alternativas produtivas de impressão de dados variáveis. / Nowadays, the graphic arts are in a great moment of technological development, especially in new printing technologies without a printing plate, which is popularly known as digital print. The main objective of this research is to understand the changes in production methods by the adoption of digital printing technology for the printing industry. This paper proposes the research of the leading computer to press systems adopted by graphics and the identification of print technology trends without a printing plate, specially developed for the printing industry, as well as investigate which variable data printing capabilities were enabled by this technology, analyzing the impact of these new graphic printing systems on variable data printing and custom printing. The survey also presents a set of relevant and innovative graphic works that use variable data printing in order to point out the productive possibilities of variable data printing, enabled by this technology. The analysis of the survey results aims to document the new situation of digital printing in the printing industry, the printing technologies without a printing plate more used in this area and the different productive alternatives of variable data printing.