Decision Tactics Launches the Industry's First Decision-Based Customer Segmentation Solution.

SAN DIEGO -- Decision Mapping Technology Optimizes Marketing and CRM Programs with Customer Intelligence that Identifies Key Decision Factors Influencing Purchasing Behavior

Decision Tactics (www.decisiontactics.com), a pioneer of Decision Mapping technology for customer segmentation in marketing and CRM programs, today announced the launch of CustProfiler(TM), the industry's first

scientific-based Decision Mapping tool. The new product provides unparalleled intelligence on how customers process product information and what key decision factors influence their buying choices when shopping for feature-rich products. With this knowledge, BtoC and BtoB marketers in retail, finance, travel and e-commerce can identify the key decision attributes and messages that drive the highest response for each customer profile and directly impact sales and optimize the lifetime value of customer relationships.

Departing from existing customer segmentation methodologies such as demographics, psychographics, firmographics or behavioral visitor-level segmentation via Web analytics, CustProfiler takes segmentation technology to the next-level by adding decision-based profiling. Employing a user-friendly diagnostic tool to collect and analyze information, CustProfiler then applies sophisticated decision-theoretic algorithms to identify clusters of decision makers and the unique characteristics that elicit a buying decision. An ASP-hosted service, CustProfiler delivers a user-friendly report with in-depth analysis of the key decision attributes and customer profiles. Using this information, Decision Tactics forms a predictive model for CRM applications and empowers marketers with profiled messaging that reflects individual decision factors, rather than blanket messaging used across channels. This profiled messaging can be deployed across channels to create: personalized Web content, keyword search that mirrors customers' key decision triggers, customized e-mail and direct mail campaigns, targeted online and offline advertising and enhanced affiliate marketing.

"The ability of CustProfiler to identify customer segments based on features that trigger buying decisions is invaluable for optimizing marketing and CRM strategies for feature-rich products," said Marshall Toplansky, CEO of marketing consulting firm Core Strategies and former VP of marketing insight and strategy at Gateway Inc., where he oversaw the implementation of CustProfiler. "The service shows exactly where the 'sweet spots' are within different shopping clusters. This information is used to build a predictive model that feeds profiled intelligence to the CRM program, impacts sales and increases customer lifetime value."

CustProfiler helps marketers answer the questions critical to success, such as:

--How do shoppers on my site reach a decision when evaluating my product line?

--What are their major decision profiles? Are there untapped customer segments?

--How can I develop customized messaging that will resonate with each customer segment and improve my bottom line?

--What is the optimal strategy to implement this customized messaging consistently across channels (search engines, e-mail, direct mail and online/offline advertising)?

"CustProfiler introduces a groundbreaking CRM methodology for identifying the individual decision language that triggers the optimal response for each customer segment," said Shlomi Ron, a member of Decision Tactics' board of directors. "This product sets a new standard for customer segmentation by uncovering the 'How' and 'Why' behind shoppers' behaviors -- not just the 'What' -- while arming marketers with an actionable messaging strategy to increase sales and marketing effectiveness."

For more information about Decision Tactics visit www.decisiontactics.com or email: [e-mail]. Channel partners who wish to resell our state-of-the-art Decision Mapping solution as part of their products and services could email: [e-mail].

About Decision Tactics

Decision Tactics is a leader in the development and deployment of scientific-based Decision Mapping and predictive intelligence solutions that help BtoC and BtoB companies optimize their marketing and CRM programs. Developed by Dr. Alex Mintz, one of the world's leading minds in Decision Modeling Sciences, Decision Tactics' products identify the key decision factors that influence buying decisions of shoppers -- providing the next-level of customer segmentation technology for retail, finance, travel and e-commerce organizations. Founded in 2004, Decision Tactics is privately held and based in San Diego, California. For further information, please visit www.decisiontactics.com.