. . . intellectual capital on the part of the client, a vision of where they want their marketing to go, and a clear sense of what they want from a campaign. The norm, unfortunately, is that people start with loads of data and then try to derive a strategy from it. ...We're looking to get clients... to reverse that order.If you use email marketing, you should read this. This is a great interview with Arthur Sweetser, vice president of marketing at e-mail optimization firm e-Dialog.