Fair, Isaac and Company Inc., San Rafael, CA, a business analytics software and solutions vendor, said yesterday that Lippincott Williams & Wilkins, a publisher of medical, nursing and health professions information resources, has signed a new, multi-year deal to use the Fair, Isaac MarketSmart Decision System.
The Philadelphia-based publisher will use the MarketSmart to develop integrated customer relationship management and marketing strategies for its medical and recently acquired nursing divisions.
Fair, Isaac will provide LWW with a secure data warehouse to help the company integrate customer data from its medical and nursing divisions across all channels and touch points, including product, use and promotion history. The MarketSmart customer-centric analytic models and decision engines optimize strategies based on response rates, profitability and other empirical information, enabling LWW to strengthen customer relationships through improved, real-time customer-specific marketing actions.
The agreement expands a two-year relationship between Fair, Isaac and LWW, during which MarketSmart helped LWW create customer-centric marketing campaigns for its medical division.