Clementine®

Quickly develop

predictive models using

business expertise and

deploy them to every

point of decision making

Manage the future
by building data mining into your business
A flood of data continually flows through your organization as the result of your day-to-day
operations. This information holds, and often hides, the valuable experience of your organization’s
past. Leading organizations are building data mining into their operations as a business process
of continuous improvement — turning their daily flow of data into better business results.

The basic idea behind data mining as a business process isn’t
new. It’s simply automating the age-old process of learning from
experience to make better decisions about the future. The only
difference is that now the flood of data though most organizations —
often terabytes of data — makes enterprise-strength analytics
essential. Clementine makes it possible to capitalize on all of the
data available in your organization through data mining to improve
the way you manage of the future.
Clementine is a data mining workbench that enables you to quickly
develop predictive models using business expertise and put them to
work to improve decision making. Clementine is widely regarded as
the leading data mining workbench because it delivers the maximum
return on your data investment in the minimum amount of time.
Unlike other data mining workbenches, which fail to truly support
the entire business process of data mining and just focus on models
for enhancing performance — Clementine supports the entire data
mining process for generating maximum returns in minimum time.

Leading organizations use Clementine data mining to improve business results

HSBC Bank USA increased sales Jubii realized a 30 to 50 percent increase

by 50 percent
Win the right customers cost effectively by answering
questions such as “Which prospects are most likely to
become profitable customers?” HSBC Bank USA used
Clementine to increase sales by 50 percent and reduce
marketing costs by 30 percent through better targeting.
in click-through rates
Streamline Web sites to maximize profitability by
answering questions such as “Which clickstream is most
likely to lead to a sale?” Jubii — Denmark’s most popular
Internet portal — used Clementine to provide customers
with a 30 to 50 percent increase in click-through rates,
thereby increasing media buying by 10 to 15 percent.

Sofmap boosted profits by 300 percent

Grow customer relationships by answering questions
such as “What will this customer want next?” Sofmap —
a leading computer retailer in Japan — used Clementine
to build a predictive recommendation engine for their
Web site and increased profits by 300 percent.
Banco Espirito Santo reduced attrition
by 15 to 20 percent
Keep the right customers longer by answering questions
such as “What will it take to save this customer?” Banco
Espirito Santo used Clementine to reduce attrition by 15
to 20 percent and increase profits by 10 to 20 percent.
2
GUS Home Shopping improved forecasts
and projected millions in savings
Forecast sales or service usage and apply resources
where they’re most needed, answering questions such
as “How much will it cost to deliver this service in the
next month?” GUS Home shopping, the U.K.’s second
largest general retailer, improved forecasts for a projected
3.8 percent savings over the previous season. That 3.8
percent represented millions in savings.
Solve a wide range of other problems using data and
business expertise.
 Improve solutions with text mining
To make the best possible decisions, you must
analyze all of the available data that applies to your
business problem. This includes structured data,
such as transactions, and unstructured information,
such as collections of documents or text strings in
a database. Clementine provides direct access to
LexiQuest linguistics-based text mining technology
for rapidly analyzing unstructured information. Those
new insights are further analyzed in Clementine’s
structured data mining environment for complete
analysis. You create more accurate predictive intelligence
by analyzing critical data from all available sources.
And make better decisions because they are based
on the most thorough analysis.
Broad analytics produce the best results
To solve business problems, your organization must use many types
of data in many different ways. Different tasks and different data types
require different analytical techniques. Clementine provides you with
the best and broadest range of analytics available to ensure that you
have the analytical techniques you need to get the best results and
tackle business problems as they arise. Even if opportunities for
improving your business are hidden deep within massive datasets with
millions of rows — Clementine scales the entire data mining process
to the size of your challenge so you can quickly solve your problem.
Business
Data
understanding understanding
Data
preparation
Deployment Data
Modeling
Evaluation
The CRISP-DM method makes data mining a business process by focusing data
mining technology on your specific business goals. The process begins with an
understanding of your business goals and ends with deployment of data mining
results to improve decision making and produce business results.
It’s estimated that 80 percent of data in organizations are unstructured
information, such as Web pages, e-mails and other documents.
Mining this data along with structured information like customer
and transactional data gives you the big-picture view needed to
create the most accurate predictive intelligence.
CRISP-DM makes data mining a business process
To help companies focus data mining technology on business problem
solving, SPSS and a global consortium of organizations involved in
data mining developed the CRoss-Industry Standard Process for Data
Mining (CRISP-DM). Unlike data mining methodologies that focus
on technology, CRISP-DM makes data mining a business process that
maps business goals to data mining goals. Now the de facto industry
standard, a recent poll shows that over 50 percent of data miners use
CRISP-DM as their process for mining data. Clementine is designed
to support the CRISP-DM process at every step to help you avoid
common mistakes and create the focused predictive intelligence
needed to solve the problem at hand quickly.
Get better results with application best
practice templates
Get better results from your data mining projects using Clementine
Application Templates (CATs). These templates follow the industry-
standard CRISP-DM methodology for data mining and use real-world
application experience, so you can be confident that your project will
benefit from a proven methodology and best practices.
Available best practice templates include:
■ CRM CAT † — targeted customer acquisition and growth, improve
response rates and reduce attrition
■ Web mining CAT † — clickstream analysis and visitor behavior
■ Telco CAT † — customer retention and cross-selling
■ Crime CAT * — analyze crime and offender characteristics to
locate incident hotspots and link related crimes
■ Fraud CAT * — detect fraud and suspicious anomalies in financial
transactions and claims
■ Microarray CAT * — find patterns of genes related to diseases
and treatment
3
†
Included with Clementine
*
Available as a Clementine add-on module
Maximize returns
by deploying dynamic predictive intelligence
to every point of decision making
Opportunities for improving your business are occurring at points
throughout your organization at this very moment. But if you aren’t
using dynamic predictive intelligence throughout your organization
to make better decisions and seize these opportunities — you aren’t
going to solve your business problem effectively and maximize returns
from your investment in data. If you don’t put the predictive business
intelligence created through data mining to work, you won’t see
significant returns. It’s that simple. By adopting the business process
of data mining and deploying dynamic predictive intelligence — you
can seize these opportunities in real time.
Capitalize every point of decision making
Clementine has the wide range of deployment options you need to put
predictive intelligence to work where it can generate maximum returns.
Clementine enables you to deploy predictive intelligence in two ways —
deployment to decision makers and deployment to systems.
Clementine helps you deploy intelligence to decision makers so they
can plan better strategies. And Clementine helps you deploy “automated”
decisions from those strategies to systems — such as your call center
or Web site — to ensure that every point of decision making is focused
on your business goal. When every point of decision making is focused
on solving your business problem, you are truly getting the maximum
return on your investment on data.

Here’s an example of predictive intelligence deployed to a call center application. The call center rep has all of the predictive intelligence needed to have the best chance
of keeping this customer happy and driving lifetime value. The rep knows the customer’s lifetime value (1), their risk of churning (2) and the recommendation most likely
to keep the customer happy (3). That recommendation can even be refined in real-time — while the representative is talking to the customer — by conducting a brief
“needs assessment” survey. The rep then feeds that survey data into the call center application, and a new recommendation is generated based on the predictive model.

4
Dynamic intelligence moves at the speed
of change
Your business is constantly changing. So too must business intelligence
that is meant to improve the future of your business. The business
process of data mining is more than just simply creating models. There
are a number of steps in the business process of creating predictive
intelligence — including data access and transformation, the applica-
tion of multiple models and the generation of recommendations based
on model predictions. Clementine Solution Publisher deploys the entire
data mining business process for “dynamic” predictive intelligence —
meaning the intelligence is adaptable to the changes in your business.
Decision makers “close the loop” of solving problems by sharing
results with analysts to improve the solution on a continual basis.
Once a data mining solution is deployed, the analysts monitor the
effectiveness of the solution on new data from the field. Then, they
quickly and easily refine the data mining process to increase the
solution’s effectiveness. Clementine Solution Publisher is the only
data mining product that empowers organizations to quickly update
the entire data mining process — keeping the solution on track by
re-deploying solutions to every point of decision making.
Deployment of the entire data mining process
keeps costs low
Clementine Solution Publisher’s ability to export all processing steps
means your organization realizes significant time and cost savings for
deployment over the long run. Clementine enables you to export more
of your solution automatically, so you cost-effectively deliver data mining
results — and update them as your business changes. If only a model
were exported, you would have to spend the time and money to
reprogram the solution manually. The costs of updating would pile
up over time and reduce your ability to respond quickly to changes
in your business.
Â
These days, people want to be
able to use the results of their
analysis on the front lines of
their business, not just read
about them in a dusty report.
Clementine Solution Publisher
enables you to turn the findings
Ê
from predictive models into
action.
– David Pihlens
Managing Partner
Commetrix
Standard Life secured £33 million
worth of mortgage revenue
Situation
Standard Life is one of the world’s leading mutual
financial services companies. Its mutual status is
a key factor in its success. This status brings many
benefits, the chief one being that there are no
shareholders to satisfy, only customers. All the
firm’s actions are therefore driven by the need to
benefit its customers.
Critical issue
Standard Life Bank launched its Freestyle Mortgage
product in January 1999. In recent months, a number
of similar products have appeared from rival providers
making it essential that Standard Life Bank both
consolidate and continue to expand its share of the
mortgage market. A major part of the project was to
develop models that could identify customer charac-
teristics relevant to any mortgage product. Donald
MacDonald, customer data analyst at Standard Life
further explains, “Our vision was to increase both
the speed at which we build our models and the
sophistication of those same models. This ultimately
leads to improved customer communications as well
as greater returns on the bottom line.”
Solution
With Clementine, Standard Life created a predictive
model for the remortgage offer showing the types of
clients attracted to this product. The model allowed
the bank to focus its efforts on the best prospects
for the remortgage product and create scores for
each customer. These scores enabled them to achieve
more targeted direct mail and to score prospects
with similar characteristics accessing the Web site.
Results
■ Achieved with the model, a nine times greater
response than that achieved by the control group
■ Secured £33million (approx. $47 million) worth of
mortgage application revenue
5
Minimize time
to solution with the most productive
data mining workbench available
Data mining with Clementine is a business process designed to
minimize the time it takes to find solutions to business problems.
Clementine’s powerful visual interface — combined with time-saving
process support tools — enables you to use business expertise to
quickly interact with your data and discover solutions in the shortest
amount of time possible. Clementine supports the full data mining
process, including data access, transformations, modeling, evaluation
and deployment. Clementine not only supports the entire data mining
process from beginning to end, it supports the industry standard
process — CRISP-DM.
Quickly discover solutions using business
expertise
The interactive, visual approach to data mining is the key to Clementine’s
ability to minimize time to solution. You search for a solution to your
business problem by creating and interacting with a stream — a visual
map of the entire data mining business process — which your data
flows through. This visual approach makes it easy to see every step in
the process clearly — and enables you to use business expertise to
quickly explore hunches or ideas by interacting with the stream.
Clementine’s visual approach makes it easy to see and interact with every step in
the business process of data mining — from accessing data wherever it resides to
deploying results to the point of decision making.
Clementine visual data mining makes “train-of-thought” analysis
possible so you focus on solving problems rather than performing
technical tasks, such as writing code. This visual approach enables
you to quickly add your business knowledge — the key to successful
data mining — to the process of finding a solution. Other data mining
workbenches force you to stop and write code — breaking your train
of thought and dramatically slowing your progress toward a solution.
6
Clementine’s wide range of data visualization techniques also
accelerate progress toward a solution by helping you understand
key relationships in your data and guiding the way to the best results.
Explore multi-dimensional data with 3-D, panel, animation and other
types of data visualization. Spot characteristics and patterns at a
glance with Clementine’s interactive graphs. Then “query by mouse”
to explore these patterns by selecting subsets of data or deriving new
variables on the fly from discoveries made within the graph.
Unparalleled analytics produce the best
results possible
Clementine enables you to interactively mine your data with a
comprehensive set of powerful modeling techniques to help you
find the best result in the shortest amount of time. Effective data
mining takes more than one algorithm or technique. Different
business problems and different data types requires different
techniques. To find the best solution to your problem, you need
a range of techniques to choose from. Clementine offers an unparalleled
breadth and depth of techniques. Other optional analytics — which
easily “plug into” Clementine — are also available from outside
vendors through the Clementine Plus Partner Program. With this
open design, you can even plug your own applications into Clementine
and use a single, productive workbench for all your analysis.
Discover which model provides the best solution by quickly building multiple models
and evaluating them in graphs such as this one. See at a glance which model has the
best predictive accuracy — in this graph, the model with the most lift represented by
the yellow line.
 Computer retailer Sofmap increased sales by 18 percent
Situation
Sofmap Company, Ltd., Tokyo, is one of Japan’s top
personal computer and software retailers with 40
retail stores located throughout the country.
Critical issue
Sofmap managers believed that many of their
customers had difficulty making hardware and
software purchasing decisions, which was hindering
online sales.
Find the best performing models quickly
The ease with which you can build and combine predictive models in
Clementine means that you find the best performing models quickly.
Easily evaluate multiple models with lift, gains, profit, response and
other model evaluation graphs in a one-step process, shortening project
time. All of Clementine’s advanced techniques work together to quickly
provide the best answer to your business problems. You can build and
test numerous models to immediately see which model produces the
best result. Or even combine models by using the results of one model
as input into another model. These “meta-models” consider the initial
model’s decisions and can improve results substantially.
Process support tools jumpstart projects
and improve results
Clementine provides process support tools for getting started quickly
and evaluating your results. Clementine Application Templates (CATs)
give you a head start for tackling common problems with application-
specific best practices. By using pre-built streams of complex but
common operations, you can expedite the time needed to see results.
CATs combine the power and flexibility of a horizontal workbench
with application-specific templates to deliver high-performing solutions
 Because [Clementine] is scalable, we can quickly analyze large datasets
and establish an accurate and wide range of predictive models.
Solution
Sofmap used SPSS Inc.’s Clementine data mining
solution to build an engine that recommends
appropriate products based on customers’ profile,
which is based on information gathered during
the online registration process and from past
transactions.
Results
■ Page views increased 67 percent per month after
recommendation engine went live
■ Profits tripled, as sales increased 18 percent vs.
the same period of the previous year
tailored to your business problem. Clementine also gives you process
support tools to manage your data mining projects by mapping them
directly to the CRISP-DM process. The CRISP-DM help system and
project tools help you organize streams, graphs and other output into
CRISP-DM phases.
Scalability accelerates data mining
and leverages IT investments
You don’t need expensive new hardware and software investments
with complicated configurations to experience scalable data mining.
Clementine’s approach to scalability accelerates data mining and
leverages your existing IT investment by pushing processing back
into the database with in-database mining.
Data mining is a discovery-driven process — when you see a relationship
that sparks your curiosity, you need enterprise-strength scalability to
interactively explore and analyze the pattern. These discoveries are a
necessary step to building higher-performing models. Clementine’s
approach to scalability supports this interactivity. Most data mining
tools focus on scaling narrow steps, which affect only the speed of a
part of the process. Instead, Clementine focuses on scaling as many
steps as possible to give you faster results overall.
Ê – Daniele Micci-Barreca
Director of Data Mining
ClearCommerce
7
Specifications
Clementine Application Templates Modeling algorithms System requirements
■ CRM CAT† ■ Prediction and classification: Clementine client:
■ Web mining CAT† – Neural networks (Multi-Layer ■ Hardware: Pentium-compatible processor or higher

■ Telco CAT† Perceptron, Radial Basis Function) and a monitor with 1024 x 768 resolution or higher
■ Crime CAT* – Decision trees and rule induction (C5.0, C&RT) (support for 65,536 colors is recommended). A
■ Fraud CAT* – Linear regression, logistic regression, multinomial CD-ROM drive for installation is also required.
■ Microarray CAT* logistic regression ■ Operating system: Windows 95, Windows 98,

■ Clustering and segmentation: Windows 2000 or Windows NT 4.0 with Service

Data access – Kohonen network, Kmeans, TwoStep Pack 3 or higher.
■ Data input: ■ Association detection: ■ Minimum free disk space: 80MB

– Native access to database management systems
including Oracle, SQL Server, DB2; additional
access to any ODBC-compliant data source
®
– Import delimited and fixed-width text, SPSS
®
and SAS 6, 7, 8 files
– GRI, Apriori and Web visualization
■ Data reduction:
– Factor analysis, principle components
analysis
■ Combine models for greater accuracy
– Additional option: Clementine Application
Template for Web Mining: 115MB
– Additional option: Clementine Application
Template for Telecommunications: 60MB
■ Minimum RAM: 128MB

■ Data output: ■ CEMI interface for custom algorithms

– Delimited and fixed-width text, ODBC, SPSS, Clementine Server:

® Interactive visualization
Microsoft Excel, SAS 6, 7, 8 ■ Query by mouse to explore subsets of data
■ Hardware: Pentium-compatible processor or

■ Text input: higher for Windows, SPARC for Solaris, HP

– Access LexiQuest Mine to automatically extract
concepts, categories and frequencies from each
document or database notes entry
in a graph
■ Histograms, distributions, line plots and point plots
Workstation for HP/UX or IBM RS/6000 for AIX.
■ 3-D, panel and animated graphs
A CD-ROM drive for installation is also required.
■ Web association detection
■ Operating system: Windows 2000 or Windows NT

■ Text viewer: 4.0 with Service Pack 6 or higher; Solaris 2.6, 7 or 8;

– Display the document(s) selected by data mining Scalability HP/UX 11.0 or 11i; AIX 4
■ In-database mining and server-tier processing ■ Minimum free drive space: 25MB for installation;

Data preparation for scalability plus at least twice the drive space of the amount
■ Generate subsets of data automatically from ■ Minimized network traffic via intelligent field of data to be processed.
graphs and tables projection ■ Minimum RAM: 128MB

■ Choose from various data cleaning options

■ Manipulate data with complete record and field
operations, including:
– Field filtering, naming, derivation and
value replacement
– Record selection, sampling, merging and
concatenation, sorting, aggregation and balancing
– Specialized manipulations for showing the
“history” of values and converting set variables
into flag variables
Deployment with Clementine Clementine Solution Publisher Runtime:
■ Hardware: Pentium-compatible processor or
Solution Publisher
■ Automated export of all operations, including: higher for Windows, SPARC for Solaris, HP
– Data access Workstation for HP/UX or IBM RS/6000 for AIX.
– Data manipulations A CD-ROM drive for installation is also required.
■ Operating system: Windows 2000 or Windows NT
– Model scoring, including combinations of models
– Post-processing 4.0 with Service Pack 6 or higher; Solaris 2.6, 7 or 8;
■ Runtime environment for executing image file on HP/UX 11.0 or 11i; AIX 4
■ Minimum free drive space: 4MB for installation;
target platforms
■ Easy update of solutions through small image file plus at least twice the drive space of the amount
of data to be processed.
■ Minimum RAM: 128MB

Capri for Clementine:

Optional plug-in algorithm for detecting sequences
■ Hardware: Pentium-compatible processor or

higher for Windows, SPARC for Solaris. A CD-ROM

drive for installation is also required.
■ Operating system: Windows 98, Windows 2000

or Windows NT 4.0 with Service Pack 3 or higher;

Solaris 2.6.
†
Included with Clementine ■ Minimum free drive space: 200KB
*
Available as a Clementine add-on module ■ Minimum RAM: 128MB

Learn more about SPSS

Contact your nearest SPSS office or visit us at www.spss.com.
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worldwide network of distributors. Contact
the SPSS office nearest you for assistance.

About SPSS Inc.

SPSS Inc. (Nasdaq: SPSS) headquartered in Chicago, IL, USA, is a multinational computer software company providing technology ®
that transforms data into insight through the use of predictive analytics and other data mining techniques. The company’s solutions
and products enable organizations to manage the future by learning from the past, understanding the present, as well as predicting
potential problems and opportunities. For more information, visit www.spss.com.

SPSS is a registered trademark and the other SPSS products named are trademarks of SPSS Inc. All other names are trademarks of their respective owners. Printed in the U.S.A. © Copyright 2002 SPSS Inc. CLM7BRO-0802