FOR IMMEDIATE RELEASE: LONDON, UK, 09 DECEMBER 2012: Aprimo®, a global leader in integrated marketing software, today announced that motor sports entertainment giant the International Speedway Corporation (ISC) has successfully implemented Aprimo’s Integrated Marketing Management (IMM) platform Aprimo Marketing Studio. Since implementing Aprimo the ISC has been able to not only manage its marketing processes more efficiently, segment customer data more precisely, and execute campaigns faster but also become a true “relationship” marketer.

“Aprimo is truly the brains of our marketing operation”, says Jim Cavedo, senior director of consumer marketing for ISC. “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 centre or other technologies.”

Although ISC's specific budget numbers are confidential, the initial project and the annual costs were returned in the first year (2009), just through prospecting success alone. ISC maintained similar results in 2010, and expects to continue improving the process, time to market and return on investment (ROI) each year.

Additional gains include:

* Expansion from 250 email campaigns in 2007 to more than 1,000 in 2010.

* System management of more than 2,500 total marketing projects in 2010. (The company expects the number of projects managed to double in 2011, with the complete migration of all creative, print and mailing jobs from the old system to Aprimo.)

* ISC created 2,400 segments in 2010, with an initial 1,500 segments created the year before.

* Improvements in time to market. For example, in November/December 2010, more than 100 emails and several hundred other marketing communications projects were submitted and approved within five business days. Similar activity would have taken ISC at least twice as long, with fewer projects accomplished in the same time period.

* 50 active workflows. One hundred and thirty licensed users.



Each year, millions of fans file into the ISC’s facilities expecting a thrilling experience. ISC aims to turn every customer interaction before, during and after the event into a great experience, at the racetrack and off.


The ISC wanted all touchpoints to and from the organisation to be of high-quality and to deliver high value. "If you're one of the millions of fans sitting in the seats of an ISC grandstand this year, ISC wants you to feel like the experience was designed for you alone," explains Jim Cavedo, senior director of consumer marketing for ISC.

"However, without a consistent, consolidated view of the customer, this vision was mere aspiration. ISC had a limited view across all our customer campaigns; we couldn't tell you how often we touched a customer or what drove the purchase decision." continues Cavedo.

To make its goal a reality, ISC recognised it had to become a "relationship marketer" instead of an "order taker" by breaking down internal silos, replace inefficient data collection methodologies and properly align its people for a new paradigm.


To become a life cycle or "relationship" marketer and effectively achieve its integrated marketing initiative targets, ISC identified three key goals:

* Achieve a 360-degree view of each customer and prospect (trends, habits and value).

* Enable effective segmentation and targeting (right person, right message, right time and right channel).

* Enhance the quality and reliability of consumer data.


ISC's CRM solution from Aprimo, which it calls fanMAX, ensures that each customer receives the right communication for the right product at the right time. By creating fanMAX and integrating it across people, processes and technology, ISC has been able to change the way it thinks, predicts and reacts to market conditions and consumer activities. As a result, ISC has succeeded in transforming itself into a relationship marketing company and, ultimately, improving marketing performance.

Through state-of-the-art data collection and an integrated marketing approach, ISC has been able to ensure that all of its packages are relevant to individual consumers. In addition, because every job starts in and is managed through fanMAX, there is greater consistency and increased visibility to track all initiatives, as well as increased collaboration between corporate marketing and the 12 business units (race tracks).

Since beginning the implementation, the company has accumulated more than 3 million unique customer records and 10 million orders dating back to 2002.

“Data is king”, says Jim Cavedo. “Data is absolutely how you become a more intelligent marketing organisation. Every opportunity we have to collect a little bit of data on a consumer we try to go get that.”

The company also laid out specific goals to ensure positive customer experiences:

* Tight data governance is in place to optimise all interactive channels and avoid duplication. Since fanMAX is integrated with ISC's call centre, the most up-to-date customer touchpoints are always readily available. In addition, new data is cleansed nightly and the full database is cleansed multiple times per year.

* The customer's opt-in choice feeds directly into the thousands of segmentations and suppressions incorporated into fanMAX. As a result, in 2010, an impressive 56% of new customers opted-in to receive track newsletters.

* Customised messaging based on user data creates intimate communication (for example, newsletters may be based on driver preference).
In addition, ISC initiated a major effort to streamline and automate over 40 marketing processes, to facilitate collaboration across the entire company. All marketing jobs must now be entered into fanMAX to use ISC marketing resources. This allows for immediate visibility across the entire company, which enables prioritisation and the correct allocation of resources.

The complexity of ISC data was the largest technical challenge. There were two main issues:

* The data was very "dirty." Maximum value could only be achieved if users had confidence in the data they were analysing. Without clean data, many conclusions would have been altered and the customer experience would have been unacceptable.

* The volume of data (more than 10 million records). ISC counts each individual seat in its stadiums as a unique product. Combined with other ISC inventory, there was a staggering amount of user data dating back to 2002.

To tackle this challenge, ISC worked with Aprimo, leveraging multiple components, including workflow, dialogue management, campaign management, email management, database management and reporting.

By formatting the transactional data into a dynamic form that worked within Aprimo, ISC was able to analyse the data in a timely manner and support new initiatives to update and cleanse daily.

To round out the 360-degree view of the customers, ISC is continuing to add multiple other sources of data, such as historic ticket sales information (back prior to 2002) and merchandise sales data.

Gartner CRM Excellence Award:

Gartner awarded ISC the CRM Excellence Award in the Integrated Marketing category at Gartner's Customer 360 Summit 2011. By winning the category, ISC demonstrated its success in integrating people, processes and technologies across the marketing ecosystem to increase effectiveness, improve efficiency, and drive marketing performance and marketing ROI.

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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 USA’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 CaliforniaSM near Los Angeles; Kansas Speedway® in Kansas City, Kansas; Phoenix International Raceway® in Arizona; Chicagoland Speedway® and Route 66 RacewaySM near Chicago, Illinois; Homestead-Miami SpeedwaySM 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 USA's largest independent sports radio network and Americrown Service CorporationSM, 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

About Aprimo:

Aprimo, a Teradata company, is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organisations. Through the use of Aprimo’s integrated marketing software, Aprimo Marketing Studio® for B2C, Aprimo Marketing Studio® for B2B, and Aprimo® Relationship Manager, marketers can integrate their organisations, get control of budget and spend, eliminate internal silos with streamlined workflows, and execute innovative multi-channel campaigns to drive measurable return on investment. Hundreds of thousands of marketers trust Aprimo to revolutionise their marketing. Aprimo customers include over one third of Fortune 100 companies, and nearly one quarter of Global 100 companies. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information visit

Teradata Corporation (NYSE: TDC), Aprimo’s parent company, is the world’s largest company focused on raising intelligence through big data analytics, data warehousing and integrated marketing management. Our customers trust Teradata's innovative products and services expertise to deliver measurable business value. Teradata acquired Aprimo in January 2011. For more information, visit

Media Contacts:

Conny Lutz
Marketing Manager, Aprimo UKI
+44 (0)207 5353 651
Twitter: @aprimo_uk

Julie Dixon
PR Consultant, Cyance
+44 (0)777 6134589

Published on: 10:29AM on 9th December 2011