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Ascential: Off to the races with Churchill Downs' CRM system

By ADT Staff
Data integration and warehousing firm Ascential Software Corp. has announced that Churchill Downs Inc. has selected data integration solutions from Ascential as part of a customer relationship management (CRM) project designed to improve services and offerings to the race track's most profitable customers. Churchill Downs is the home of the Kentucky Derby, the first jewel in horse racing's Triple Crown series.

Churchill Downs will use the Ascential Enterprise Integration Suite to pull data from disparate systems across the company's betting facilities, call centers and Web sites. The staged data will load into an E.piphany CRM system. The CRM system will help Churchill Downs to analyze patron activity, enable a customer loyalty program and 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 our customers, and how they are interacting with us," said Churchill Downs' Atique Shah, vice president of customer relationship management, in a statement.

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