*Fair Isaac Launches Multichannel Marketing Tools

ORLANDO, FL — Fair Isaac and Co. Inc. launched its MarketSmart Decision System, designed to help retailers build a data warehouse and segment and market to their customer bases, at the National Center for Database Marketing Conference & Exhibition here.

The San Rafael, CA-based marketing services provider said it was close to signing its first customer, which a company representative described as a well-known specialty retailer with about 50 outlets. The company also launched a similar product for telecommunications marketers, and said one of its existing clients would soon migrate over to using the system.

The MarketSmart system integrates information obtained from customers, makes marketing decisions and allows companies to generate and share reports, all of which is done through a secure Web environment hosted by Fair Isaac.

“What we've done here that's unique is created a system that pulls all the information from all the different channels and applies a direct marketing mindset to it,” said Doug Clare of Fair Isaac.

The system uses all of a marketer's channels — including stores, call centers, catalogs, direct mail and the Internet — to collect data and send targeted messages. It also incorporates demographic data from other consumer databases to assist in developing the data warehouse and utilizes third-party vendors such as a campaign management tool from Prime Response and a data query tool from Sterling Software.

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