New service leverages Fair, Isaac models and Experian credit data The latest net to be cast into the small business pool is a credit scoring system designed to maximize direct marketing campaigns aimed at reeling in new customers. Venture, a small business risk scoring service that combines Fair, Isaac & Co.'s scoring models with Experian's consumer and business credit information, can assign credit scores to batches of existing customers or disseminate lists of potential customers within the scoring criteria.

Fair, Isaac touts the product as an important tool for financial institutions to understand their present customers, as an aid in cross-selling and as a strategic means of accurately pegging the needs of potential customers. Customer profiling allows for statistically accurate risk calculations and better risk-based pricing, says Fair, Isaac's Sharon O'Connor-Clarke, commercial markets manager.

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