New marketing score helps reduce customer acquisition costs.

• Position: New Products - Brief Article

Problem: When financial institutions attempt to solicit new loan or credit card customers without extending pre-approved offers, the campaigns have sometimes suffered from a lack of profitability. This occurs because the lowest-performing consumers are the ones most likely to respond.

The Fair Isaac Corp., Minneapolis, has introduced a new product designed to help solve this problem. It is called the "Quay" score.

Qualify scores enable marketers to identify and select specific prospects to include in solicitations based on these prospects' likely response to an offer, delinquency risk and...