This document summarizes a presentation on communications convergence. It discusses how advances in analytics and technology allow marketers to break through clutter by gaining deeper insights into customers. These insights help marketers increase customer lifetime value by sending more relevant messages. The presentation covers trends in customer analytics like dark data and how new tools are needed to profile customer attributes on the fly. It also discusses how marketers must evolve their skill sets to keep up with changes in digital and variable data printing. Finally, it encourages marketers to push the envelope and make personal connections to make communications campaigns successful.

1. Communications Convergence:
Break through the clutter and
increase lifetime value

2. AGENDA
Movements in marketing
• Ramesh Ratan, Vice President
Pitney Bowes Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President &
General Manager
Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President
Fenske Media

3. NOISE

4. Personal identity Female
Transactions Age 22
Buenos Aires, Argentina
Married with 3 children
Online consumer
Purchases Rents appartment
Owns 5 year old Toyata
Existing customer of Location
Demographic Data one product
No life insurance
Part time job Time
Behavior Lives 5 minute drive
time from my
branch/store context
Match profile of my
Psychographic Data best customer
Prefers email
correspondance
Sociographic Data
YOUR
DATA

5. BIG
DATA

6. RELEVANCE
CLARITY
PREFERENCE

7. AGENDA
Movements in marketing
• Ramesh Ratan, Vice President, Pitney Bowes
Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President &
General Manager
Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President, Fenske Media

8. EVERY
CUSTOMER
IS
UNIQUE

9. TRENDS IN CUSTOMER
ANALYTICS
Dark data
New data
Analytics Everywhere

10. OLD WAYS OF WORKING DON’T SCALE…

11. OLD WAYS OF WORKING DON’T SCALE…

12. NEW
REALITY

13. NEW 24 hours of Flickr: one
REALITY million prints!
“Photography in abundance” -- Erik Kessels

14. NEW
TOOLS ARE
NEEDED…

15. NEW
TOOLS ARE
NEEDED…
Profile key customer attributes on the fly
and compare to overall base

16. AGENDA
Movements in marketing
• Ramesh Ratan, Vice President, Pitney Bowes
Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President &
General Manager
Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President, Fenske Media

17. MAKING IT HAPPEN…
EVOLUTION
OF SKILL SETS
• Traditional Print
• Digital Print
• Variable Data
processing and
production
• ”i-tools” (integrated
communications)

18. MAKING IT HAPPEN…
QUALITY
AND SPEED

19. MAKING IT HAPPEN...
PUSHING THE ENVELOPE
Video >>

20. MAKING IT HAPPEN…

21. MAKING IT HAPPEN…
PERSONAL CONNECTIONS AWARD

22. MAKE IT HAPPEN
CONTACT US
Ramesh Ratan - ramesh.ratan@pb.com
Mark Smith - mark.smith@pb.com
Dave Fenske - davef@fenskemedia.com