150 Precision Marketing rapid modeling, we're executing 60 separate campaigns a month,' says Nagaiyan Karthikeyan, Head of Business Intelligence and Analytics. Max New York Life now quickly tailors specific cross-sell offers and scripts different contact scenarios based on each customer's value, propen- sity to buy, propensity to pay and propensity to lapse. Karthikeyan explains, `Now, we can build and run a model in two days. What's more, we're able to target our customer segments much more logically and granularly. We've identified about 25 separate cells, and we see their demographics and pre- vious transaction behaviors.' The company uses SAS to aggregate and clean the data, build models, analyse datasets and manage campaigns. Key elements of the new process included: a centralized repository of customer data; giving business users the right analytic tools to make good strategic decisions; a new technology foundation (SAS); clean contact data (addresses and phone numbers) to enable deployment of cross-selling campaigns.