NEW YORK - July 7, 2008 - Fulcrum, a leader in advanced analytics, technology and program solutions, today announced that Fulcrum Vice President of Customer Analytics Hongjie Wang will make a valuable presentation, "Adding Structure to Your Models: Hierarchical Bayesian Methods," at The National Center for Database Marketing Conference to be held December 8-10 at the Gaylord Palms Resort in Orlando, Florida.

The technique offers marketers critical advantages in understanding and predicting customer behavior to create mutually profitable relationships.

Hierarchical Bayesian modeling uses advanced Bayesian statistical techniques to take full advantage of the inherent structure or hierarchy in customer data to produce models that are more predictive and versatile than traditional approaches. Marketers can also benefit from the Hierarchical Bayesian modeling capability of deriving customer-specific model parameters, which are critical for true customer-centric marketing communications.

"Many marketing problems require using data at multiple levels, such as both customer-level and market-level information," said Wang. "Modeling approaches traditionally used in database marketing often require us to throw out some of this information or not use it to its fullest extent. Fulcrum has been using several advanced techniques, including Hierarchical Bayesian methods, to solve difficult marketing problems successfully. For example, our models allow our clients to tackle customer retention and best prospect selection simultaneously within one cohesive modeling framework."

About Fulcrum
Leading businesses turn to Fulcrum to increase and accelerate the profitability of their marketing programs. Fulcrum offers a fully integrated database marketing solution, from building and managing rich, multi-channel databases, to predictive and segmentation modeling, using its advanced analytical tools, and executing customer-centric marketing. Fulcrum is headquartered in New York City with regional offices in Fairfield, CT, Salt Lake City, UT, and Richmond, VA. www.fulcrm.com

CONTACT:
Jim McNulty
StandPoint Public Relations
508-481-2024
jmcnulty@standpoint-pr.com