I'd be curious to learn the analytics behind Macy's targeting of me. I do have a Macy's credit card, but don't use it all that often and pay it off within a month or two of the purchase. I'm thinking the last time I used it was probably 6 to 12 months ago. Yet I receive so many promotional discounts from Macy's. I don't get it.
Databases in general and relational databases in particular are intended to be most useful for knowledge representation in the context of validation -- when a theory has been formulated -- and the logical model representing it in the database can be used to validate it and further analyzed to derive additional implications of a theory.