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CopperKey to Unveil Real-Time, Online Analytics at DMA 07: New Service Oriented Architecture and Data Handling Capabilities Integrates Automated A

PHOENIX (BusinessWire EON) August 22, 2007 -- "Our new technology platform will enable us to easily integrate our automated predictive analytics with branded offerings from major players in the B2B and B2C direct marketing industry," said Rick Gibson, CopperKey's CEO. "We also will be in a unique position to take advantage of rapid growth in Software-as-a-Service (SaaS) marketing automation applications by providing them access to our proprietary automated analytics and predictive modeling engines."

CopperKey's new technology platform uses a state-of-the-art Service Oriented Architecture (SOA) that underpins most modern web services. SOA enables loose coupling between interacting software agents so that integration between web-based applications can be made relatively easy to implement and transparent to end-users. Growing use of SOA coupled with the declining cost of powerful hardware and increased broadband availability have made SaaS one of the fastest growing segments of the information technology sector (estimated to grow from $4 billion today to $11 billion by 2009, according to industry analysis by TripleTree LLC).

"The value of our SaaS platform is rooted in its unique use of proprietary real-time analytics and predictive modeling engines," said CopperKey founder and CTO David Castillo. "The platform functions like an intelligent search engine for both customer data and related third-party data. While the current focus is on automating the critical process of identifying an organization's best customers and prospects for specific selling opportunities, the platform's core capabilities can be easily extended and expanded to accommodate other applications."

CopperKey's President Chris Lynde noted, "With rising costs, marketers are having a tougher time producing a return on their investments. The trends are clearly moving towards modeled segmentation that enables a better understanding of micro-segments of customers and prospects. Our new platform can score and rank the national population in minutes through a real-time, automated process, serving this market need to a tee, and putting the power of predictive marketing in the hands of the decision makers."

Delivered through custom applications or a Software-as-a-Service (SaaS) platform, end users can use simple point-and-click options to search a customer database to obtain insight about key attributes and rank customers against up-sell and cross-sell opportunities, as well as profile and model responders to ongoing campaigns. The software also allows end users to search pre-defined third-party databases, and based on best customer attributes, obtain modeled, ranked lists of "look-a-like" prospects to market to. All of these functions can be done in minutes, if not seconds thanks to a grid architecture of Intel-based 64-bit 4 CPU process servers specifically designed to optimize the time it takes to perform on demand analytics and new database software capable of manipulating the large volumes of data CopperKey houses and analyzes.

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