thinkAnalytics Optimizes CRM with Customer Relationship Analytics.

Business Editors and High-Tech Writers

DCI CRM Conference

BOSTON--(BUSINESS WIRE)--June 26, 2000

Announces Availability of thinkCRA, at the DCI CRM conference,

June 27-29, Hynes Convention Center, Boston, Hall D, Booth 2704

thinkAnalytics Corp. Monday unveiled an integrated application suite delivering Customer Relationship Analytics (CRA), designed to maximize value and ROI from e-commerce and front-office CRM systems.

thinkCRA encompasses robust analytical and data mining capabilities coupled with an easy-to-use visual workbench. It is aimed at organizations seeking to maximize sales and marketing effectiveness by predicting customer profitability, product affinity, propensity to churn and other complex customer and product interactions.

The suite easily integrates with existing processes and systems such as front-office CRM, e-commerce, multidimensional and relational customer data warehouse environments. The ability to narrow-cast specific, targeted information to users via e-mail, mobile phones and PDAs, further extends the value of enriched data disseminated outside the confines of the traditional enterprise.

"CRA and CRM go hand-in-hand," said Philip Russom, director of business intelligence at Hurwitz Group. "CRA can take CRM to a higher level of effectiveness by enabling, through analysis, improved customer segmentation, retention and cross-sell/up-sell. thinkCRA, from thinkAnalytics Corporation, is the first suite of packaged analytic applications focused on CRA, as a natural extension and complement to CRM."

"In the realm of the Internet, dot-coms are looking for specialized applications that can support e-commerce activity," said Larry Abrahams, director, Java 2 Platform, Standard Edition at Sun Microsystems. "Being able to effectively analyze customer information is critical to their success. Powered by Java(TM) technology, with full support for Java(TM) 2 Platform, thinkCRA provides dot-coms with a 360 degree understanding and analysis of customer information and enables them to fully harness the power of the Web."

To manage the exponential increase in data volume and associated complexities of e-businesses, thinkCRA is host to component-based architecture, with patented data compression technology, offering scalability, flexibility and performance.

"From dot-coms to the fortune community, the broad acceptance and enthusiasm surrounding CRM has produced vast quantities of raw customer data, leaving organizations at a loss as to how to understand, enrich and make use of it," said Tim Jones, president and CTO of thinkAnalytics Corp.

"thinkCRA is stepping up to this customer challenge by leveraging the strength of its analytical prowess, visual workbench and information dissemination capabilities. thinkCRA delivers actionable information to customer-centric organizations striving to create a consistent, high quality customer experience."

The thinkCRA suite consists of four analytic applications. thinkCustomer segments customers to provide a comprehensive view of customer interaction and attributes. thinkLoyalty predicts propensity to churn factors and reports on lifetime-value and value-at-risk.

thinkProduct models true product value, and product mix and association. Cost effective up-sell and cross-sell campaigns can be planned and targeted to the most appropriate customer groups, with a complete understanding of current and life-time customer value.

thinkMarketing also analyzes channel and marketing effectiveness. Used in conjunction with thinkLoyalty and thinkCustomer, churn-reduction and direct marketing programs can be effectively monitored and tracked.

The platform that drives the thinkCRA application suite is thinkKnowledge. Advanced statistical, data mining and visualization techniques, with data extraction, transformation, integration and analytical components, provide thinkCRA with an innovative solution to complex business problems. The iconic environment provides maximum flexibility and customization enabling organizations to model the thinkCRA environment to their exact requirements.

The production-ready version of thinkCRA is available to ship June 26, 2000. Further details on thinkCRA are available at www.thinkanalytics.com or by visiting thinkAnalytics at booth 2704, Hall D, at the DCI CRM show, June 27-29, Hynes Convention Center, Boston.

Notes to Editors

thinkAnalytics Corp., with headquarters in Boston, is a software vendor that focuses on Customer Relationship Analytics (CRA). It is a wholly owned subsidiary of Gentia Software (Nasdaq:GNTI).

thinkCRA is thinkAnalytics' packaged analytical application. It helps organizations understand their customers by analyzing customer information buried in front-office CRM and other corporate systems' data. It provides detailed, actionable information in areas including customer segmentation, customer loyalty, customer value and marketing effectiveness.

For more information, visit www.thinkanalytics.com or email [e-mail].

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