This report focuses on the importance of making the most of the information captured through each customer transaction. Strategies are given for how to use this information to reach the most profitable customers. Executives also share knowledge from their ventures into different markets, such as mail-order flower arrangements. Secrets on how to break into often-untapped markets, such as federal government, were also disclosed. Organizations represented include The U.S. Postal Service, MIT, AT&T, Vail Associates, and Mercer Management Consulting. (16 pages)