[May 6, 2005]

Kentucky Derby Betting on HBX

By David Sims, TMCnet CRM Alert Columnist

San Diego-based WebSideStory, a provider of on-demand web analytics, has announced that Churchill Downs Incorporated, which owns and operates horse race tracks throughout the United States, is using its flagship analytics service, HBX for its new online marketing and CRM initiative.

In advance of this Saturday's 131st Kentucky Derby, the most exciting two minutes in sports, the Churchill Downs racetrack in Louisville has completely revamped its main web site and launched a number of new online marketing campaigns in an effort to build a new customer e-mail database.

The HBX service helped in both of these initiatives, according to company officials. The company used the HBX service to analyze visitor behavior patterns and understand which content, features and services to pull from the old web site into the new one, thereby ensuring a stickier site from the beginning.

The company also used the HBX technology to measure and improve the effectiveness of several Derby-related online marketing promotions, including a tie-in with Gateway Computers called Gateway to Derby Sweepstakes. This analysis helped generate more entries and build a new and improved customer database.

Within the next several weeks, Churchill Downs will begin using HBX to sell more items in its online store.

Atique Shah, CDI's Vice President of CRM and Technology Solutions noted that getting real-time feedback is “critical to our success online."

As part of this week's Kentucky Derby festivities, WebSideStory CEO Jeff Lunsford was scheduled to participate in the Digital Derby '05 Technology Summit, hosted by CDI.

The Digital Derby is a summit focusing on leveraging technology as a business strategy.

The event features senior-level executives from a variety of technology, sports and entertainment, and information-based businesses. CNN Anchor Paula Zahn was scheduled to serve as moderator.

David Sims is contributing editor and CRM Alert columnist for TMCnet.

To discover how contact centers can save money and increase productivity by making the switch to IP Telephony, be sure to attend TMC's IP Contact Center Summit May 24-26, 2005, in Dallas, Texas. IP Contact Center Summit is co-located with the Speech-World conference, where you can get expert guidance in the deployment of speech technologies to strengthen customer relationships.