I really recommend reading this item on the couple behind the Tesco Clubcard scheme. It’s a brilliant tale of using high quality data to give a huge competitive advantage (“it is estimated that since its introduction the loyalty scheme has saved Tesco £350m a year on expensive blanket marketing campaigns”). It also made the couple who came up with it into multi-millionaires.
What’s also stunning is the a poor job most other organisations seem to be doing in using their data effectively. The good news is that your competitors probably haven’t got round to it yet. What would be the benefit for you and your organisation if you can properly mobilise the data that already exists?