McCann Relationship Marketing, New York, the marketing services arm of Interpublic Group of Cos.-owned McCann Erickson
, will form a joint venture with Fair, Isaac and Co., San Rafael, Calif., which provides customer analytics technology. The new entity will leverage Fair, Isaac's decision-making software with MRM
's customer relationship capabilities. Fair, Isaac's software is currently used primarily in the financial services industry to determine risk in credit analyses by predicting financial behavior. Through the yet unnamed venture, set to launch this quarter, the companies will adapt and apply the software to MRM's new Future Value Model, which places a value on a client's relationship with customers by using accepted accounting practices.
Copyright January 2001, Crain Communications Inc.