Glad you liked it Chris,
The more I look at stats the more sceptical I am about government statistics. Lies, damn lies and statistics and all that.
My favourite quote was that a statistician is someone who draws a mathematically precise line between an unwarranted assumption and a foregone conclusion!
I spent 6 years with McCann-Erickson (part of the world's largest Advertising group) so I have a lot of notes on using databases to measure advertising response rates and geodemographic profiling etc.
I've also got a fair bit on using trigonometry to work out positional geography i.e. where your stores are in relation to each other and your customers.
Depending on how the this article is received I may write these up from the database angle.
Remember, marketing guys have expense accounts and know where the good pubs are, so this stuff can be useful