NEW YORK - February 26, 2008- Fulcrum, a leader in advanced analytics, technology and program solutions, today announced FulcrumCE v2.0, an upgrade that adds built-in segmentation to its customer equity predictive model aimed at preventing loss of valued customers.

Whether brick-and-mortar or online, customer attrition is a major issue for many retail and business-to-business marketers. Unlike industries guided by customer contracts, such companies rely on a voluntary customer relationship, and have lacked effective ways to forecast and respond to losing customers. Loyalty and frequency programs alone have not done enough.

Fulcrum is a leading innovator in developing customer equity models, which are used to predict customer attrition in non-contractual settings, such as retail, travel, and e-commerce.

FulcrumCE v2.0 offers segments that provide two key benefits to marketers. First, they actually enhance the predictive accuracy of the models. Second, they provide marketers with a way to tailor their retention messages and offers more precisely, leading to higher retention rates through more relevant marketing. In competitive markets, relevancy and timing are critical elements needed to retain valuable customers, and FULCRUMCE delivers both capabilities to marketers.

"Facing tough competition and an economic downturn, retailers are very interested in stemming customer loss by gaining the ability to clearly predict which customers are most at risk to leave," said David King, chief executive officer of Fulcrum. "By taking advantage of the segmentation features in FULCRUMCE V2.0, these marketers can gain an important competitive advantage by proactively identifying attrition in their customer base while finding a way to retain valuable customers."

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 Boston, Chicago, Philadelphia, 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