All elements of a cross-media campaign, including design, fulfillment, follow-up and analysis are developed to maximize the results of the specific program, Terry remarked.
"Digital and variable data technologies allow us to design each campaign element to make the most effective use of available data, communicating on a one-to-one basis with every single prospect or customer," she said. "Microsites, personalized URLs, QR codes and other technologies allow us to drive customers and prospects to a destination at which they can choose their fulfillment elements and delivery. And, tracking and analysis are determined by measurement against the campaign goals. For example, if our goal is to generate qualified leads, our data collection, tracking and analytics must be designed to define and separate qualified from unqualified leads."