Preparing for Successful VDP

Additionally, you can work with complex calculations in the database applications to calculate someone's age from a birthday or someone's anniversary from the date they got married. Realistically, the creative talents of the people managing the data are the only limit to the options—there are hundreds of complex calculations available on the Web, and you can download scripts (e.g. a mini computer program of the procedural steps put into a loop to remove all of the trailing spaces after the first name).

Wanted: A Database Champion

Success is only going to happen when someone in the company becomes a database champion or when the company recognizes the need to hire a database manager. One simple mistake can ruin the entire production piece and open the printer up to significant financial liability.

Two last things need to be mentioned about working with data for your customers. First, you have to have a secure system to protect their data, and make sure you have backup files if something happens to your front-end system. This most likely is going to involve hardware, software, your own physical environment and protocol you establish in your company to limit access to only certified employees.

The second point is that there are various standards, regulations or laws you need to become knowledgeable about if you are doing mailings, e-mails or messaging with mobile media. It goes further than just the process. There are regulations that have to be addressed when you are dealing with certain vertical markets, such as the financial market or the pharmaceutical market. It is not a regulation or law, but you might want to look into Errors and Omissions Insurance.

Again the design of the piece to create a relevant message is just as critical as the data. The information covered here is just a starting point. Look for Part II of Preparing for Successful VDP in an upcoming issue of IPG, when we will focus on design issues. IPG