HNC Software Inc. said it has formed a marketing alliance with Exchange Applications Inc., which makes the Valex software for customer relationship management and marketing campaigns.

HNC, a specialist in predictive software that is widely used in the financial, retailing, and other service industries, said it will integrate its ProfitMax system with Valex.

ProfitMax relies on neural network technology and intelligent profiling to analyze customer transactions in real time to predict credit risk, attrition, revenue potential, and overall profitability.

"To plan the most effective marketing campaigns, businesses need an understanding of customers' historical purchase patterns as well as their future propensities," said Drew Hyatt, president of HNC Financial Solutions. He called Valex and ProfitMax a "winning combination ... to structure marketing strategies so that treatment is timely, scientific, and profitability-driven."

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