Bristol-Myers Squibb Will Use Fair, Isaac System for E-CRM Campaigns

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Bristol-Myers Squibb, a health and personal-care products company, signed a four-year contract this week with Fair, Isaac and Co. Inc. for its MarketSmart Decision System.


Bristol-Myers Squibb, New York, will use MarketSmart to manage its consumer database initiatives and direct-to-consumer communication within its U.S. Medicines Group. It will help Bristol-Myers Squibb start multichannel electronic customer relationship management campaigns.


Specific financial terms were not disclosed. The deal is the San Rafael, CA, company's largest MarketSmart contract in the retail market and the first in the pharmaceuticals market.


MarketSmart links critical aspects of e-CRM -- including data warehousing, analytics, multichannel marketing, campaign management, data mining and decision technology -- to deliver channel-optimized marketing and consumer information campaigns in hours instead of days.

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