SOURCE: Aprimo

Aprimo

March 31, 2011 13:45 ET

International Speedway Corporation Gets Checkered Flag for Integrated Marketing

Receives 2011 CRM Excellence Award From Gartner and 1to1 Media

INDIANAPOLIS, IN--(Marketwire - March 31, 2011) - Aprimo® Inc., a global leader in cloud-based integrated marketing software, today announced that its customer, International Speedway Corporation (ISC), the world leader in motorsports entertainment, received the inaugural 2011 Gold CRM Excellence Award for Integrated Marketing. The award, a joint initiative by analyst firm Gartner and 1to1 Media, recognizes excellence in streamlining marketing processes that improve performance and provide marketing return on investment.

ISC's marketing revolution began in 2007 when it enhanced its focus on the overall customer experience and elected to become a "relationship marketing" organization to provide better value to each and every customer. To achieve this, ISC needed to build company-wide collaboration, replace inefficient data collection methodologies and properly align its resources to better focus on the customer. Doing this was the only way to ensure that each guest at its facilities would enjoy an experience seemingly designed just for them.

The ISC award highlights three key best practice areas that can guide other marketers looking to achieve similar success: achieving total buy-in on technology selection, adopting a data-driven mindset and approaching customers at a micro level.

Micro-Level CRM (see video interview): ISC spent nearly an entire year (2009) analyzing customer trends. With this new data, ISC was able create thousands of unique segments, each with its own behavior pattern. As a result of the analysis, ISC developed numerous new dialogue strategies from drip marketing and target up-sells to new loyalty programs and prospect nurturing.

Jim Cavedo, Senior Director of Consumer Marketing, International Speedway Corporation, "So, Aprimo is truly the brains of our marketing operation. It is how we go to market. It is core to everything we do as a business and every opportunity we have to integrate our various application spaces whether it's the call center or other technologies, we look for those opportunities to integrate the pieces. One of the things we just rolled out recently is the ability to pull a list through the segmentation engine that list is automatically fed over to our dialing system in the call center, those calls are made, outbound calls made to the tens of thousands of consumers we call on a daily basis. And then the results of each one of those individual calls is driven back into the application really in a real-time format so that I'm able to now pull the next segment of people who I was not able to reach the first time, or people who hung up on me, or people who we left a voicemail for, or whatever it is -- I'm able to know that on an individual basis. Up until now, it's been much more at a macro level. I knew, in general the results of that call campaign, I'm now going to know at a micro level exactly the disposition of every single call that goes out of our call center."

Total buy-in (see video interview): ISC made sure that everyone who would use its new software had a say in the company's decision. During the discovery phase, the company compiled more than 165 unique user requirements for the new solution. Everyone was bought-in by the time the new platform went live. 

Jenelle Kueter, Senior Manager for CRM, International Speedway Corporation, "We were able to get the tracks to buy into the CRM application because we involved them right from the beginning. When we were looking for a CRM solution we went ahead and found three vendors and we let them vote on who they felt would be the best solution for us. So they had an integral piece in picking a provider, so we kept them engaged and let them know this is what we're doing this is why we're doing it, we want your feedback, we want your input, we want your pros and we want your cons. This is going to be a tool you're going to live in everyday so we want it to work with you, not against you."

Data-driven mindset (see video interview): With more than three million customer records and 10 million orders dating back to 2002, ISC recognized that creating a highly customized experience would be impossible without a state-of-the-art data collection methodology and an integrated marketing approach. Today, ISC feeds all information collected from ticket buyers into its CRM system. The system is continuously refreshed as customers engage with the brand -- this enables ISC to tailor its communications, ensuring that all content and offers match a customer's desired experience.

Jim Cavedo, Senior Director of Consumer Marketing, International Speedway Corporation, "Data is king. Data is absolutely how you become a more intelligent marketing organization. Every opportunity we have to collect a little bit of data on a consumer we try to go get that. Even if I can just get one reaction point. Yeah, ultimately I want to get their email address and ultimately I want to get their home mailing address and ultimately I want to get their phone number. I can't get that for everybody and I can't get that all at once, but if I can get a little bit of data, I'm going to drive that back into Aprimo and that's going to help inform whatever that next decision point is I have to make with that consumer. The more data you can get into your CRM system and the more data that you can help to guide your decisions, the smarter you're going to be the more effective your marketing spin is going to be and frankly the more valuable your communications are with your consumers that lets them say alright I'm going to engage with you because clearly you know who I am and you're communicating with me the way I want you to communicate with me."

Gartner and 1to1 presented the award during the Gartner Customer 360 Summit March 30-April 1 in Los Angeles.

Earlier this year, ISC was awarded Aprimo's "Innovator of the Year Award," during the Aprimo Marketing Summit annual conference's APEX Awards on March 2, 2011.

The identification of a Gartner Award winner is not an endorsement by Gartner of any vendor, product or service. 

About ISC:
International Speedway Corporation is a leading promoter of motorsports activities, currently promoting more than 100 racing events annually as well as numerous other motorsports-related activities. The Company owns and/or operates 13 of the nation's major motorsports entertainment facilities, including Daytona International Speedway® in Florida (home of the DAYTONA 500®); Talladega Superspeedway® in Alabama; Michigan International Speedway® located outside Detroit; Richmond International Raceway® in Virginia; Auto Club Speedway of Southern California(SM) near Los Angeles; Kansas Speedway® in Kansas City, Kansas; Phoenix International Raceway® in Arizona; Chicagoland Speedway® and Route 66 Raceway(SM) near Chicago, Illinois; Homestead-Miami Speedway(SM) in Florida; Martinsville Speedway® in Virginia; Darlington Raceway® in South Carolina; and Watkins Glen International® in New York. In addition, ISC promotes major motorsports activities in Montreal, Quebec, through its subsidiary, Stock-Car Montreal.

The Company also owns and operates MRN® Radio, the nation's largest independent sports radio network and Americrown Service Corporation(SM), a subsidiary that provides catering services, food and beverage concessions, and produces and markets motorsports-related merchandise. For more information, visit the Company's Web site at www.internationalspeedwaycorporation.com.

About Aprimo:
Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. The company's integrated marketing software, Aprimo Marketing Studio® for B2C and Aprimo Marketing Studio® for B2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +1.317.803.4300 or visit http://www.aprimo.com.

Teradata is the world's leader in data warehousing and integrated marketing management through its database software, enterprise data warehousing, data warehouse appliances, and enterprise analytics. Teradata acquired Aprimo in January 2011.

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