Churchill Downs Picks Ascential Software

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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.


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