As the volume and diversity of digitally stored data keeps growing, the importance for the business to create a holisti c picture of the customer conti nues to grow. In this paper, we discuss the possibiliti es available to researchers with four diff erent streams of data. First, we discuss data fusion, merging of proprietary databases with market research data, which enables appending atti tudinal data to customer behaviour. Secondly, best practi ces in direct marketi ng leverage analysis of customer response patt erns to provide the right off er to the right customer at the right moment. Thirdly, analysing internet usage data allows many opportuniti es for small-scale, agile marketi ng pilots. And fi nally, social media are discussed, one of the newer opportuniti es to collect data about customer senti ments that relies heavily on text mining analyti cs.