Unvarnished – Stephen Yu: Data Doesn't Have to Be Daunting

Stephen Yu of Willow Data Strategy obviously knows data -- he has been in the data and analytics industry for 35 years. What's better, he understands how to connect data to make it understandable and usable for marketers and designers. In this interview, Stephen uses stories and examples to illustrate his four pillars of successful personalization campaigns: data, analytics, creative and delivery.

That's important today, as PSPs increasingly seek ways to turn data into action. They want to help clients (and often their own print firms) create emotional appeal with highly targeted recipients. The goal is to make campaigns smarter, more effective and more responsive across all marketing channels.

No matter the size of your clients, Stephen says, "you're in a great position to [use business information and analytics] so you can create more multichannel buyers, convert more one-time buyers into multi-time buyers and increase customer value."

The good news: Working with data and print doesn't require hiring awkward people who wear shirts with pocket protectors. You can take immediate steps to get more comfortable with data and eventually become a data-and-print dynamo.

For more information and the full video replay of this episode visit dscoop.com