If you're a company trading today with a client base - you have a database. 

Ever heard the boast...I have a database of 25,000 contacts! 

Whoopee! We are so pleased for you, and you should definitely be proud of yourself. 

The real question is - how useful is all this data? 

“Are we there yet?”

The most repetitive (and annoying) four words. A flashback to childhood road trips.

At least we knew where we were going - the beach, to see our grandparents, Uluru, the bunyip...