Boeing Employees Credit Union to Highlight Its Success with ``Left Brain Marketing'' at SPSS Directions 2004 User Conference

Nation's 5th Largest Credit Union Will Discuss How SPSS Predictive Analytics Enables It to Lower Acquisition Costs, Increase Response Rates and Make Better Marketing Decisions Based on its Data

SPSS Inc. (NASDAQ:SPSS), the leading provider of predictive analytics technology and services, today announced that Boeing Employees Credit Union (BECU), the 5th largest credit union in the United States, will present today at SPSS Directions 2004, the company's annual users' conference held this week in Las Vegas. The presentation is titled, "Left Brain Marketing - Marketing Promotions Based on Your Data."

Industry analyst firm Forrester defines Left Brain Marketing as, "....the rise to predominance of analytic marketing strategies, skills and process that are centered on audience knowledge, not media..." BECU will outline how its use of SPSS' statistical and analytical tools have enabled it to become a "Left Brain Marketer" that uses its data to perform more intelligent and effective marketing promotion.

BECU's marketing culture initially revolved around the use of data to prove or disprove promotions. Utilizing SPSS statistical and analytical tools, BECU has now cultivated a Left Brain Marketing culture that creates promotions based on ideas generated from its data.

The presentation will explore BECU's marketing strategy and how, using SPSS, its response rates were more easily determined and used to calculate product acquisition costs. SPSS enabled BECU to better understand product acquisition costs and sales performance, while tracking and estimating the acquisition costs for all of its direct mail promotions.

According to Calvin Bierley, Ph.D., marketing statistical analyst at BECU, "Successful marketing is about both the message and the medium. That's where Left Brain Marketing comes in. SPSS has helped us become true Left Brain Marketers that optimize campaigns, ratchet up response rates and reduce acquisition costs."

About SPSS Inc.

SPSS Inc. (NASDAQ:SPSS) is the world's leading 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 cost, improve processes, and detect and prevent fraud. Founded in 1968, SPSS is headquartered in Chicago, Illinois. For additional information, please visit www.spss.com.

COPYRIGHT 2004 Business Wire, 2004 Gale Group

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