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	December 13, 2006 A Financial Services Company Moves To Micro-Segmentation In Print Channel by Kyle McNabb with Connie Moore, Shelby Semmes	Average: 5  (2 ratings)

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Executive Summary

A large retail financial service company in North America needed more agility in targeting customers with offers through direct mail. Yet with lines of business and marketing execs married to traditional, mass marketing direct mail processes, the technology for creating personalized content became a secondary concern. Convincing business users to move forward required information and knowledge management professionals to emphasize that personalized, persuasive content would significantly enhance the company's ability to put the right content in the right audience's hand — affecting and increasing top-line revenue growth.

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