1. A method of increasing enterprise revenue, the method to be performed on a system architecture including an optimized data mart, a data mining tool and a user access module including a user interface, the method comprising: receiving revenue and customer data on a regular basis over time from external enterprise operating systems, and loading the data into the data mart; accessing the data in the data mart to build an interactive diagnostic tree to be displayed for and manipulated by a user via the user access module, the diagnostic tree providing an analysis of the enterprise's revenue based on individual revenue streams, each revenue stream corresponding to the sale or use of various products or services offered by the enterprise, the interactive diagnostic tree displaying average revenue per user (ARPU) of the products or services corresponding to each revenue stream; generating interactive reports illustrating ARPU trends for analyzing ARPU changes over time, the diagnostic tree analysis and the ARPU trend analysis assisting a user to target a revenue stream for ARPU boosting and assessing marketing campaign results based on ARPU trends accompanying such campaigns; identifying an appropriate ARPU increase lever that may be exploited by a direct marketing campaign to increase ARPU in the targeted revenue stream; mining revenue and customer data stored in the data mart to develop statistical models of customer characteristics leading to a propensity for generating increased revenue and a propensity for accepting a marketing campaign offer; scoring individual customers according to their propensity to generate increased revenue and their propensity to accept a marketing campaign offer; filtering the customer base based on customer scores for both their propensity to generate increased revenue and their propensity to respond favorably to a marketing campaign; compiling a target list of customers from the filtered results, the target list representing an optimal mix of customers likely to respond favorably to a campaign who will most likely generate additional revenue as a result of responding favorably to a campaign; and executing the direct marketing campaign.