Unvarnished - Caroline Routledge is Helping Printers Turn Data into a Growth Engine

Caroline Routledge has seen what happens when data is treated as a strategic asset instead of a background tool — businesses grow, clients succeed and relationships deepen. As a data consultant for digital printers and marketers, she’s helping companies shift from “we have data” to “we’re using data to make money.”

In her "Unvarnished" episode with Dscoop’s Chris Hyde and Darin Painter, Caroline shares why data-driven personalization is such a powerful growth lever. “If you understand the customer and what they’re trying to achieve, you can make their messaging more relevant and effective,” she said. “That builds loyalty and opens the door to additional opportunities.”

Caroline is head of data sales at PDV, one of the UK’s leading data-driven direct marketing agencies. The company helps blue chip brands and startups enrich and connect their data so campaigns are more targeted, measurable and repeatable. PDV also provides lead generation, campaign execution and other agency services.

By showing clients how better data can improve response rates, raise lifetime customer value and inform broader marketing strategy, printers can position themselves as indispensable partners, she said. And as technology enables more precise personalization and automation, printers who lead the conversation on data strategy will differentiate themselves from competitors.

Whether you’re handling direct mail, packaging or cross-media campaigns, Caroline's advice is clear: The more you know about your client’s audience, the more valuable — and profitable — your work becomes.