The document discusses how organizations can use data mining to drive revenue and services. It provides examples of the types of data that can be collected from various sources, including research data, behavioral data, and electronic data from websites, emails, and other sources. It also discusses how to develop a data management strategy, including determining what data to collect, how to collect it, and how it can be used. A case study of NACUBO is presented, which showed how collecting and analyzing member data helped them target promotions and develop new programs.