Churchill Downs Selects Software as Odds-on Favorite to Improve Customer Marketing

Ascential Software provides data integration cornerstone for CRM project

Ascential Software provides data integration cornerstone for CRM project

Westboro, MA — July 29, 2004 — Churchill Downs Inc., one of the world's best-known racetracks, said it has selected data integration solutions from Ascential Software as part of a strategic customer relationship management (CRM) project designed to improve services and offerings to the organization's most profitable customers across its 114 graded-stakes events.

Churchill Downs, which is located in Louisville, Ky., and host to such races as the Kentucky Derby and Kentucky Oaks, selected Ascential DataStage, a component of the Ascential Enterprise Integration Suite, to pull data from several disparate systems across the company's betting facilities, call centers and Web sites, and load it into an E.piphany CRM system.

The CRM system is designed to help Churchill Downs analyze patron needs and wants, make the Twin Spires Club customer loyalty program more efficient and allow Churchill Downs to provide better customer service.

Atique Shah, vice president of customer relationship management at Churchill Downs, explained, "Our CRM project is dependent on extracting different types of data from several sources across the company to get a complete view our customers and how they are interacting with us. Ascential Software provides a scalable data integration platform that will enable us to do that quickly and efficiently."

According to Mark Register, chief marketing officer and vice president of marketing, industry solutions and global alliances for Ascential Software, Churchill Downs has name and brand recognition that is the envy of its industry.

"Key to maintaining that reputation is delivering the products and services that keep customers coming back to the company's racetracks and betting facilities," he said. "Ascential Software will help Churchill Downs maintain its high standards of customer service and industry-leading reputation."

Ascential said its Enterprise Integration Suite is a data integration solution that profiles, cleanses and transforms data from any application or system, regardless of data volume or latency. The software's integrated offering is designed to help companies streamline operations, improve customer support, expedite business transactions, and make better tactical and strategic decisions on the basis of the available information.