I read an interesting post in "Ask the Expert" today in BtoBonline here regarding the role that data plays in email marketing. The answer was written by Jay Kulkarni, CEO of Theorem. In the article Jay discusses the two types of data that drive interactions: 1) Profile data (name, email address, preferences) and 2) Aggregate data (click through rates, open rates, etc). My take on this is once you start looking at these pieces of data and aggregating them to profile and score engage leads, your moving beyond typical email marketing into demand generation - a holistic approach to generating qualified leads, of which email marketing is one component. This data can be extremely powerful - it can be used for lead scoring, sales optimization, and lead management. Use it wisely!