TwinSpires.com looks to increase revenue and drive more effective customer engagement for the Kentucky Derby using AI-Enabled Emarsys marketing platform
INDIANAPOLIS, May 2, 2017 – Emarsys, a leading global B2C marketing cloud company, announces that the largest U.S. online horse racing wagering platform TwinSpires.com – a wholly owned subsidiary of Churchill Downs, the home of the of the Kentucky Derby – has deployed the Emarsys artificial intelligence (AI) enabled cloud marketing platform. TwinSpires.com aims to improve customer retention and player engagement, as well as grow revenues ahead of the iconic Kentucky Derby by using the Emarsys platform to generate highly targeted and personalized omnichannel marketing campaigns over email, web, mobile app and SMS channels.
TwinSpires.com is the official wagering partner of the Kentucky Derby and the Breeders’ Cup. It is also the largest legal online account wagering platform for horseracing in the U.S., accepting over $1 billion worth of wagers annually.
TwinSpires.com is poised to address two major customer audiences. This includes extending the relationship and engagement with players who register to play during peak periods — such as the Kentucky Derby — by creating AI-based marketing automations with email and push notifications to keep contacts engaged with valuable content and offers through the rest of the racing season. Additionally, TwinSpires.com wishes to responsibly deepen the relationship with highly loyal customers who engage and wager with them regularly.
By implementing the Emarsys AI-enabled product suite, including Automation, Smart Insight, Predict, Web Extend, Mobile Engage, SMS and CRM Ads, TwinSpires.com is unlocking data silos and deploying custom omnichannel campaigns to these audiences to maximize interactions across the entire customer lifecycle. In particular, TwinSpires.com is leveraging Emarsys mobile engagement tools in its mobile app to engage with consumers throughout the entire customer lifecycle. With future plans to access additional Emarsys’ AI-enabled marketing features, the company aims to orchestrate cognitive email campaign strategies with individualized personalization and engagement.
“On Derby day we will process several million wagers, including all types of users, from the first-time player to seasoned pros. The Emarsys AI-enabled omni-channel platform is helping us better deliver personalized, engaging content and offers to our players through their preferred communication method,” said Ian Williams, Vice President of Marketing at TwinSpires.com.
“When customers are willing to be fully immersed in a brand, it creates a connection like no other,” says Sean Brady, President of Americas at Emarsys. “Churchill Downs has a distinct position in the recreational market, beloved by guests and fans alike. Our work with their wagering service, TwinSpires.com seeks to realize the full potential of these relationships, taking advantage of peak seasons and events to set the stage for tailored, omnichannel campaigns that foster long-term growth and happier customers.”
Ten billion messages a month are sent through the Emarsys B2C Marketing Cloud, which integrates customer intelligence, personalization, predictive recommendations and omnichannel marketing at scale, across all devices and social channels into a single, easy to use platform.
Emarsys AI Marketing (AIM) capabilities converts raw consumer data into a holistic understanding of each customer’s identity, creating highly personalized customer experiences and journeys. It also bridges the execution gap between complex data science and scaling truly personal interactions via channels like mobile, SMS, web and email. To further enable and support AI Marketing capabilities and the flow of data between platforms, Emarsys recently announced new product integrations with Facebook and Return Path, and advanced platform integrations with partners such as Magento, Salesforce eCommerce (formerly Demandware) and Hybris.
TwinSpires.com is the official wagering site of the Kentucky Derby, Breeders’ Cup, and the Churchill Downs Inc. family of tracks. Players who wager with TwinSpires.com receive free handicapping information from the official data source of the Kentucky Derby, Brisnet.com. To open an account, visit TwinSpires.com, call 1-877-SPIRES-1 (1-877-774-7371), or download our app from the Apple/iTunes.