Andrew, you are covering a lot of ground here and whether any good articles or reports exists is questionable!

Where to start is to ask questions about the customer data collected, what is it actually telling you in context with the offering, for example, what is more important demographic data telling you the person is 45 or behavioural data providing a trace of interest that suggests they might be up for test driving a BMW if asked by email?

From understanding the context a business can start to derive customer lifetime values, although over used and often misunderstood such work does provide invaluable insight into the actual value of data. However more interesting reading is work done on customer state transition management, by looking at types of customer data a business can start to understand the current state of transition a user is in, e.g. become a customer, become a better customer, become a worse customer or become nolonger a customer and therefore what actions are required.

Personally any data that facilitates the retention of a customer relationship and / or points to a far bigger universe that has not been explored is valuable to any business.

On 19:6:8 10 October 2000 wrote:
>Has anyone come across any good case studies or articles
>on how to value various types of customer data on-line?
>What's hot and what's not when either
>
>1) Selling customer data to other companies
>2) Using customer data to sell more stuff on your own site
>
>What data is valuable and what is merely useful to
>marketing companies