The folks who sell data mining tools make a living by identifying companies who can benefit from using them and finding the people who can authorize their purchase. At least some of them are good at their jobs. So you can pretty well assume that, if a company has an application as well suited as this for data mining, quite a few people have beaten down their door to tell them. The problem usually isn't awareness, it's separating the hype from the reality.

(Commercial: if anyone needs help identifying profitable data mining opportunities (or data warehousing in general) with a healthy dose of reality and capitalizing on them, please get in touch. Will fly anywhere for an initial discussion in exchange for travel expense reimbursement.)