NEWMARKET RACECOURSE is to house a direct marketing Centre of Excellence aimed at helping racecourses across the country to maximise the value of their databases and enhance their dm strategies. Funded both by The Tote and Newmarket racecourse, the concept is the brainchild of Peter Bell, former marketing manager of CDMS - the Littlewoods-owned database services specialist. Bell, a racing fanatic, who last autumn set up his own racing database consultancy, Progressive Marketing [Debrief, 6-127], is spearheading the project. Says a Tote spokesman: 'The sport does not have one sole means of reaching a mass market as there isn’t the money for a national advertising campaign. We need to ensure that every pound that is spent on advertising is targeted appropriately.'