Orlando, Fla.--Marketers are not making the most of their valuable in-house databases, according to panelists at the Direct Marketing Associationâs Tuesday morning CEO panel discussion on industry trends. Moderator H. Robert Wientzen, DMA presidentCEO, asked panelists to âgradeâ the industryâs use of data for marketing purposes. âItâs at best a âC,â said Richard Hochhauser, presidentCEO at HarteHanks, adding that ârelationship marketing has not really lived up to the expectations weâve had.â âI would give the financial industry a higher [grade],â said Kevin Ryan, CEO at DoubleClick. Ryan said improving database marketing is a big priority for many companies. âYouâll see a tremendous focus in the next year or two,â Ryan said.