There are only a few ways to make money with a database: Prospect models are designed not so much to find customers as to eliminate low potentail prospects. Nevertheless, if we eliminate the low probability areas, we become more cost effective and the end result is to find more customers. Once we generate a customer, how likely is it that they buy again? How much should we spend to generate that order? Again, we're not so much concerned about the best areas of the customer file... those people are obvious... they buy very, very often. We're looking for the good areas in the bad... or the bad areas in the good. It is the margin where the money is being made. Finally, to the extent that we can make correct generalizations about our customers, we can tune creative and promotion to fix soft areas. It is highly unlikely these descriptions will be overly specific... they must be broad enough to be easily understood and turned into action. In addition to the process of marketing, there are other needs in your company. You must explain what you are trying to accomplish, how you expect to achieve it, so others can know when you succeed. This is of equal or perhaps even greater importance than actually doing the work. If you can't explain why it matters to your company, you will be shut down. Good marketing is expensive and very elusive. Justifying it is far harder than making the case for a bigger warehouse or computer system. There are several constituencies that are important to comunicate with. I know you know all about this stuff. It's child's play to you... but is everyone on your team up to speed? The marketing team? The sale team? The creative team? The management team?