Originally, the three R's were Reading, 'riting and 'rithmetic --- although I'd have flunked with that spelling. Mila D'Antonio's blog reported the new mantra from the DMA:
....John Greco, president and CEO, of the Direct Marketing Association, called for widespread use of something he's coined the Three R's: Results, Responsibility, and Relevance. He said they represent a delicate balance in the power of direct marketing. 'Our goal is to build a bridge of trust with consumers,' he told the crowd.
All three are data centric concepts - one certainly can't determine results or relevance with out some objective measure and feedback. Responsibility is also data driven -- if we fail to live up to our side of the trust bargain customers will speak loudly with their voice, feet, and checkbook -- all things we can measure.
PS: Other uses of the R.
Reading, Writing, RFID in logistics.
Reduce, Replace, Refine in animal testing.
Reduce, Reuse, Recycle in the environment.