Churchill Downs Picks Ascential Software

Share this article:
Churchill Downs Inc., which owns and operates horseracing venues nationwide, selected data integration solutions from Ascential Software Corp., the Westboro, MA, company said yesterday.


The decision was part of a CRM project to improve services and offerings for the Louisville, KY, organization's most profitable customers across its 114 graded-stakes events.


Churchill Downs chose Ascential DataStage, a component of the Ascential Enterprise Integration Suite, to pull data from disparate systems across the company's betting facilities, call centers and Web sites to be loaded into an E.piphany CRM system. The Ascential Enterprise Integration Suite is a data integration solution that profiles, cleanses and transforms data from applications or systems regardless of data volume or latency.


The CRM system will help Churchill Downs analyze patron needs and wants, make the Twin Spires Club customer loyalty program more efficient and let it provide better customer service.


"Our CRM project is dependent on extracting different types of data from several sources across the company to get a complete view of our customers, and how they are interacting with us," said Atique Shah, vice president of customer relationship management at Churchill Downs.


Share this article:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

MeritDirect Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.

App of the Week: Refresh

App of the Week: Refresh

Cool or creepy? Refresh provides data that aims to help marketers and salespeople spark relevant in-person customer conversations.