Personalized Communications : A Cross Media tool for the future

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.

Variabeltryck med inkjet i dagspress : Möjligheten att införa anpassade upplagor

På uppdrag av Tidningsutgivarna har en studie utförts angående olika möjligheter att införa tryck av variabeldata med tryckmetoden inkjet i svensk dagspress. Målet var att undersöka tekniska möjligheter och begränsningar samt att utreda om det fanns något intresse på marknaden som skulle kunna ge någon avkastning. Studien utfördes med hjälp av noggranna källstudier och ett fortlöpande samarbete med olika företag med intresse för dagspress. Rapporten beskriver också företag som arbetar med den här typen av innovationer idag och diverse tidigare projekt med variabeltryckta tidningar. Nya teknologier som eventuellt kan vara av intresse för framtida utveckling har också beskrivits och hur tidningens framtid kommer att se ut ur ett kortare och ett längre perspektiv. Studien visar att inkjetpressar inte klarar av den hastighet som de moderna tidningspressarna håller idag. Men i takt med minskade upplagor och utvecklad teknologi, samt ett stort marknadsmässigt intresse så tyder det på att det kommer att finnas möjlighet att tillverka anpassade digitaltryckta tidningsupplagor inom en överskådlig framtid. Inkjet kan fungera som ett bra komplement till offset. Inlinepressar ger möjligheten att införa variabeltryck i stora tidningsupplagor medan separata inkjetpressar passar bra för tryck av mindre lokala upplagor.

Utvärdering av programvaror för variabeldata till Lugnetgymnasiets färgskrivare,Ricoh AFC 6513.

The Lugnetgymnasium in Falun has a graphic education that supplies a color printer, which is availablefor the students in their hall. The printer is a Ricoh AFC 6513 and it is a model that can handlevariable data. It was bought in the autumn of 2002. The teachers of the graphic education want to makeuse of the variable data function and procure a variable data software. The purpose of this project is toevaluate variable data software’s, so that the most suitable choice of software can be made for the graphiceducation. To be able to make this choice, criterions has been made what the variable data softwarewill fulfil. Different software’s of variable data has been examined and a summary was made whichtells what software that fulfils all the criterions. The software’s that seemed appropriate for the graphiceducation were PrintShop Mail and Personalizer-X. Adecision which one of these software’s thatwill be purchase was made by the teachers on the graphic education. Tests and a more detailed studyon the software’s have been done. The information has later been presented for the teachers. They madea decision, which were Personalizer-X. After this decision, an easier manual for Personalizer-X wasmade. The purpose with the manual is that the students on the graphic education, quickly and easy canget started with the use of variable data.

Paper dimensional stability in sheet-fed offset printing : Papperets dimensionsstabilitet i en arkoffsetpress

In offset printing, dampening solution is used to create a good balance in the process. If too much water is transferred to the paper, the sheet can change its size between the printing units, due to water absorption, and cause a problem with the colour register. This phenomenon is usually referred to as fanout. In this degree project, an investigation was made to see if the paper dimensions changed through its way in the sheet-fed printing process. The instrument Luchs Register Measuring Systems (Lynx) was used, and a method for measuring if the paper changed its dimensions with this instrument, was developed. Paper qualities with three different grammages were used, 90, 130 and 250 gsm. This investigation showed that all paper qualities changed their size with widening in the gripper edge in the range of 10 - 70 µm and in the trailing edge the increase was 10 - 130 µm. The elongations of the papers were in the range of 10- 300 µm. The papers with lowest grammage changed more than the heavier. To see if the print had been affected of the widening and elongation, print quality parameters like relative contrast, dot gain and mottle were correlated with the Lynx data from the sheets. The group of papers that gave correlations were in 130 gsm. The sheets had visual doubling and the combined standard deviation from the Lynx marks K3, K5 and K21 correlated with dot gain. When the variations increased so did the dot gain and this indicates that the doubling was due to the widening. There was also a correlation between the standard deviation from K3 and Mottle. The sheets widened with an average of 30 µm in the gripper edge and since there probably were doubling due to widening it also affected the Mottle values. What the widening depends on is hard to tell. Since widening was so small, it could be due to water absorption, papers being ironed out or maybe the sheets have been flattened out. It probably needs a more detailed investigation to find out what causes the widening. Further investigations about how print quality is affected by the register accuracy of a printing machine should include a print form with measuring areas close to the Lynx marks. The measuring areas should contain fine hairlines, negative text printed with at least two colours and some pictures to evaluate together with standard measuring should give a good knowledge about the subject.

Print quality study of a laboratory offset press

PAPRO operates within the Forest Research company and their mission is to develop value-addingindustry solutions. At present there are no good ways for mills to easily test the printing quality on newsprintpaper. There is a great need for a fast way to do this on different paper qualities; with a laboratory-offset press this can be both a time and money saving method. At PAPRO Forest Research, NewZealand, a laboratory offset press has been developed and designed, during the past seven years, concerningthis issue. Earlier projects were made concerning the press, e.g. to establish the optimal settings.The mission with this project was to partly determine the present variability of the print quality andto evaluate if the fountain solution, distilled water and 2% Diol green concentrate, used at the momentmixed with different percentages of Isopropanol could decrease the variability and contribute to morestabile results. Throughout the whole project the print quality showed a high variation and was evenmore variable when the Isopropanol was added. All in all 50 print rounds times twelve printed paperstrips was carried out through the project divided into three parts. To analyse the print quality, amicroscope with an image capture camera has been used. Data from the taken images was analysedand inserted into charts to see the variations.The conclusions of the whole project are not satisfying because no final evaluations were possible tomake. Main conclusions are that the additive of Isopropanol to the ordinary fountain solution, used atpresent, only contributed to more unstable results of the print quality. And it seems to be difficult toget some stable results from the lab press as long as the room where it is placed is not fully conditionedas required for the process of offset printing. And the fact that the airbrush which applies theamount of fountain solution is also variable, as shown in earlier projects, which contributes to unstableresults as well. For further work more exact parameters as a conditioned room are required and thepossibility to further design the laboratory press to use waterless offset printing instead.

What factors affect the destination choice of Jordanian tourists?A panel data analysis

This paper investigates what factors affect the destination choice for Jordanian to 8 countries (Oman, Saudi Arabia, Syria, Tunisia, Yemen, Egypt, Lebanon and Bahrain) using panel data analysis. Number of outbound tourists is represented as dependent variable, which is regressed over five explanatory variables using fixed effect model. The finding of this paper is that tourists from Jordan have weak demand for outbound tourism; Jordanian decision of traveling abroad is determined by the cost of traveling to different places and choosing the cheapest alternative.

A data driven approach for automating vehicle activated signs

Vehicle activated signs (VAS) display a warning message when drivers exceed a particular threshold. VAS are often installed on local roads to display a warning message depending on the speed of the approaching vehicles. VAS are usually powered by electricity; however, battery and solar powered VAS are also commonplace. This thesis investigated devel-opment of an automatic trigger speed of vehicle activated signs in order to influence driver behaviour, the effect of which has been measured in terms of reduced mean speed and low standard deviation. A comprehen-sive understanding of the effectiveness of the trigger speed of the VAS on driver behaviour was established by systematically collecting data. Specif-ically, data on time of day, speed, length and direction of the vehicle have been collected for the purpose, using Doppler radar installed at the road. A data driven calibration method for the radar used in the experiment has also been developed and evaluated. Results indicate that trigger speed of the VAS had variable effect on driv-ers’ speed at different sites and at different times of the day. It is evident that the optimal trigger speed should be set near the 85th percentile speed, to be able to lower the standard deviation. In the case of battery and solar powered VAS, trigger speeds between the 50th and 85th per-centile offered the best compromise between safety and power consump-tion. Results also indicate that different classes of vehicles report differ-ences in mean speed and standard deviation; on a highway, the mean speed of cars differs slightly from the mean speed of trucks, whereas a significant difference was observed between the classes of vehicles on lo-cal roads. A differential trigger speed was therefore investigated for the sake of completion. A data driven approach using Random forest was found to be appropriate in predicting trigger speeds respective to types of vehicles and traffic conditions. The fact that the predicted trigger speed was found to be consistently around the 85th percentile speed justifies the choice of the automatic model.