MARKETSOFT & QUADSTONE PARTNER ON ANALYTICS

Aiming to provide financial services companies with greater control over cross-selling and other customer profitability initiatives, Lexington, MA-based MarketSoft Corp., a provider of marketing process management software, has partnered with Quadstone, an analytic solutions provider. According to the partners, by jointly providing their technologies, they have created an end-to-end process analytics system that "learns" from the outcome of each customer interaction.

According to Greg Erman, MarketSoft's president and CEO, his company decided to partner with Quadstone because of its focus on predictive modeling solutions. Such solutions, says Erman, facilitate the determination of factors such as the next-most-likely item for cross-selling to a particular type of customer. At the same time, Quadstone also found MarketSoft's offering attractive because the vendor is a provider of "a pure operational system, and this allows for a very clean partnership with no competitive overlap," says Mark Smith, president of Quadstone.

Quadstone's business analytics software enables the prediction of customer behavior, while MarketSoft's Cross Sell Hub coordinates, delivers and tracks identified cross-selling opportunities. As a result of the partnership, Quadstone's customer intelligence will continually inform the MarketSoft Cross Sell Hub to create business rules that reflect, in real-time, the results of an insurer's cross-selling efforts.