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Churchill Downs Incorporated Leads the Field with CRM Analytics Powered by SPSS Data Mining Technology
Source: www.spss.com
Copyright SPSS, Inc. 2004
05/31/04

This is a dated announcement. The material in this announcement could be superceded by more current announcements.

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

CHICAGO, 04/29/04 — 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.