Fair, Isaac and Co. Inc. and McCann Relationship Marketing Worldwide have agreed to form a joint-venture company, the firms announced last week.
The new Fair, Isaac and MRM joint venture, which has not been named yet, will be launched later in the first quarter this year on behalf of MRM clients.
The venture will combine Fair, Isaac's Web-enabled electronic customer relationship management solution — which encompasses the strategic and operational sides of clients' customer relationships, including data warehousing, analytics, multichannel marketing, campaign management, data mining and decision technology– with MRM's proprietary FutureValue Model practice in CRM.
The joint venture will be an exclusive proprietary operation involving the two firms.
“Fair, Isaac's risk management mastery revolutionized financial services and made possible the explosive growth of the credit card industry,” said Stan Rapp, chairman/CEO of MRM Worldwide, New York. “[Their] participation in the new JV will make it possible for the first time to put in front of the consumer precisely what is wanted at any given moment and to further the CRM bonding experience.”
Tom Grudnowski, CEO of Fair, Isaac, San Rafael, CA, said today's marketplace is dominated by customers who are as savvy as they are mobile.
“To establish and leverage rewarding, profitable customer relationships, marketing solutions must have the intelligence to power fast, interactive campaigns that respond to individual profiles and preferences — from the products and services customers use to the channels they prefer,” Grudnowski said. “This JV relationship validates our strategy of integrating predictive analytics into the marketing function.”
