I work in an industry where we'd love to be able to collect lots of data about our customers so that we could analyze it to no end and identify opportunities for driving revenue at the individual level. In brainstorming ideas for gathering this data, I started to think about airlines as an example. This line of thinking brought me to many questions, but one stopped me cold. Why don't airlines do more with my data? At a minimum, the airlines know where I commonly travel, what days of the week I typically fly, which seats I like, how far in advance I check-in, whether I usually check a bag, whether I travel alone or with others and how far in advance I usually buy my tickets. This is the minimum they know as I imagine that, given partnerships with credit card companies and other travel partners, the airlines could access lots more data about me through my frequent flyer number including spend levels by category or store, hotel preferences, etc.. Even with all of this data available, I don't ever get the perception that I'm getting particularly targeted offers or especially personalized service from the airline. Why not?