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This case study demonstrates more detail on how an alumni foundation used data in its files to drive the creative in its VDP campaigns. As it shows, data segments are "in there." When marketers think creatively about how to talk to each segment in the database, this communication gets more personal, and from there, marketers can expect better returns.

Once upon a time, when they were first introduced, pURLs were viewed by many as a fancy way to sell something to customers. Today's smarter pURLs offer customers some benefits, too. For example, pURLs are the perfect landing spot at which customers can both pick up targeted information and offer feedback to a favorite store, charity or membership organization.

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