The value of individual dataAs we can see, when we have access to real data about individual customers and prospects, we can be much more selective. The fact that I am a freelance marketing consultant working from home tells you a lot more about me than the fact that I live in a detached house. Knowing my occupation, you could reasonably assume that I have a modern PC with a good printer and expensive software. I am also likely to have a fax, a telephone answering machine, a laptop computer and so on (probably several thousand pounds worth of business equipment). This is useful to know if you sell home security systems for instance.