Every database marketing company has claimed that they can make money with data. In reality the track record is pretty poor. Read between the lines of the DM Publications. You'll realize that almost all the talk is about "what we can now do" not whether it is making us money. Database marketing companies make money but their clients mostly only spend it. If we just get one more variable... then it will all make sense... then we will make money. The story has been told too many times. Build it (the marketing database) then we can really do our jobs. Frankly, management doesn't believe it any more. They want tangible understandable information that leads directly to business improvement.