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Degree of Variability
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The level of data that changes from piece to piece in a digitally printed application. The amount of data that changes depends upon the type of print application and its purpose. The simplest digitally printed applications contain no variable data and are basically short-run, static documents, such as a newsletter or program. The most complex VDP (Variable Data Publishing) applications are those in which every piece of a print project is completely different from one another. A good example of this is a marketing application that offers a completely customized document to every individual on a mailing list or one that allows the individual to initiate the content of a printed piece based on their particular requests and requirements. Applications printed with digital equipment can be categorized into seven different levels of variability: 1) small quantity static applications, 2) versioning, 3) personalized or mail merge applications, 4) basic customized or simple one-to-one marketing applications, 5) transaction oriented applications, 6) complex customized or complex one-to-one marketing applications, and 7) automated fulfillment applications.
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