Briefs

Horse-Racing Legend Will Leverage Clementine� Data Mining Workbench for Personalized Customer Marketing

CHICAGO, April 29, 2004 - 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.

"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."

For additional information, please visit www.spss.com.