The media-modeling tool was kicked into high gear two years ago when Chad Jacoby, senior manager of Nissan's Business Intelligence Unit, used years of Nissan's consumer research to build a computer model comparing the relationship of each phase of their "purchase funnel"--from awareness to purchase consideration to a transaction--to the phase before it.

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When the credit markets imploded in August in the first phase of the credit crunch, McMoRan was still trying to raise capital to complete the Newfield transaction.

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