If you read my review of SuperCrunchers and are as convinced as I am about the value of using smart data to help your customer acquisition efforts, then the next step is to figure out how to actually DO IT.
Short answer: not easy
Long answer: there's a book that can help.
Full disclosure: author is a friend of mine, so take the review for what it is worth.
I was impressed by the thoroughness of the approach and the recognition (however unsexy it is) that 70% of the work is done in the data prep/cleansing/planning/staging phase.
David's got a very solid understanding of what is involved in BI and if you (or your clients) are about to embark upon an initiative, it's worth taking a look at his thoughts so you don't kick yourself later.