Interpublic’s New York-based marketing services unit McCann Relationship Marketing is embarking on a joint venture with customer analytics specialist Fair, Isaac & Company of San Rafael, California.

The start-up, as yet unnamed, will meld McCann’s CRM skills with Fair Isaac’s decision-making software, applying this to the agency’s Future Value Model – a system that uses accepted accounting methodology to value a client’s relationships with its customers.

Currently, the Fair Isaac package is used by financial services companies to assess credit risk by forecasting financial behavior.

News source: Advertising Age - Daily Deadline