Churchill Downs Incorporated Leads the Field with CRM Analytics Powered by SPSS Data Mining Technology

[SPSS via BizWire]

CHICAGO--(BUSINESS WIRE)--April 29, 2004--

Horse-Racing Legend Will Leverage Clementine(R) Data Mining
Workbench for Personalized Customer Marketing

SPSS Inc. (NASDAQ:SPSSE), a worldwide provider of predictive
analytics technology and services, today announced that Churchill
Downs Incorporated (NASDAQ:CHDN) has chosen the Clementine data mining
workbench to better meet the needs of its more than one million global
customers, including the 150,000 members of the company's elite
player-reward program, the Twin Spires Club.
By analyzing millions of in-person, telephone- and Web-based
transactions, Clementine will enable Churchill Downs Incorporated
(CDI) to identify the most effective methods for optimizing its
customer relationships by analyzing a combination of demographic and
psychographic information. Churchill Downs Incorporated will use this
Clementine-based information to analyze which products and services
are important to its customers so the organization can maximize
customer lifetime value.
"For well over a century, Churchill Downs Incorporated has served
as the premier source of quality horse-racing content for sports
enthusiasts the world over," said Atique Shah, vice president of CRM
and technology solutions at CDI. "Our goal is to interact with
customers on a one-to-one basis, ensuring that their experience is
memorable. Not only do we want to reach our customers with the right
offer, but we want to reach them through the channel they find most
appealing. SPSS Inc.'s Clementine makes this approach possible."
"Data mining is tailor-made for the sports industry," said Colin
Shearer, vice president of Customer Analytics at SPSS Inc. "While
these organizations generate massive amounts of data across numerous
channels, they still require an effective means for turning it into
useful information. Clementine's predictive analytics make it an ideal
solution to help Churchill Downs Incorporated study the lifecycle of
its customers and build models that can anticipate their preferences
and likely behavior. These models will prove invaluable to the
organization in its pursuit of building stronger customer
relationships."
"In terms of developing robust customer lifetime value models that
deliver enhanced insights, Clementine is a weapon that takes this
company into a territory we haven't been before," continued Shah.
"Overall, Churchill Downs Incorporated views predictive analytics as
an asset, and tools such as Clementine will help us achieve more
effective customers relationships over time."

Churchill Downs Incorporated (CDI), headquartered in Louisville,
Ky., owns and operates world-renowned horseracing venues throughout
the United States. The company's racetracks in California, Florida,
Illinois, Indiana and Kentucky host 114 graded-stakes events and many
of North America's most prestigious races, including the Kentucky
Derby and Kentucky Oaks, Hollywood Gold Cup and Arlington Million. CDI
racetracks have hosted nine Breeders' Cup World Thoroughbred
Championships - more than any other North American racing company. CDI
also owns off-track betting facilities and a television production
company, and has interests in telecommunications and racing services
companies that support CDI's network of simulcasting and racing
operations. CDI trades on the Nasdaq National Market under the symbol
CHDN and can be found on the Internet at
www.churchilldownsincorporated.com.

About SPSS Inc.

SPSS Inc. (NASDAQ:SPSSE) is a global provider of predictive
analytics technology and services. The company's predictive analytics
technology connects data to effective action by drawing reliable
conclusions about current conditions and future events. More than
250,000 commercial, academic, and public sector customers rely on SPSS
technology to help increase revenue, reduce costs, improve processes,
and detect and prevent fraud. Founded in 1968, SPSS is headquartered
in Chicago, Illinois. For additional information, please visit
www.spss.com.
SPSS Inc. information is available on the Web through the SPSS
Press Center at: www.spss.com/press