Partnership Seeks to Boost IMS Engagement

Posted: Updated:

A senior executive with Austria-based Emarsys says a partnership with the Indianapolis Motor Speedway aims to create a more personalized experience for fans throughout the year. Emarsys Americas President Sean Brady says IMS began using the company's artificial intelligence cloud marketing platform, which aggregates data on customer behavior, to create individualized digital communications through email, web and mobile apps leading up to the 101st Running of the Indianapolis 500.

Brady says Emarsys, whose North American headquarters are located in Indianapolis, began conversations with IMS last fall. He says the Speedway felt it needed a different platform to create individualized content and experiences for each customer based on their interactions. 

"Think of someone who maybe purchased tickets for the (Indianapolis) 500, but didn't purchase tickets for the Saturday concerts or Legends Day," said Brady. "They would look at those individuals and that individual might get specific content or an offer for them to buy the concert tickets or the Legends Day experience as well."

Brady says the consumer is the one driving the platform with this technology.

"They have so many different ways and so many different experiences that they can choose from," said Brady. "(The Speedway's) goal is, year-round, to keep engagement up with their customers. They're always not just thinking about the Indianapolis Motor Speedway but they're also thinking about the Indy race car series and maybe other events that the IMS may be hosting that that person would have interest in."

Emarsys has similar partnerships with clients throughout the world, including Churchill Downs, European soccer, and concert venues. Brady says the goal is to mirror the digital experience to the event the consumers are going to.

Brady says the consumer is the one driving the technology.
  • Perspectives

    • Creating the Work Spaces that Draw Talent to Indianapolis

      The future economy will be driven by data, powered by robotics and heavily invested in the building blocks of nature – biotech and genetic engineering. That’s true of the economy nationwide, and it’s especially true here in Indianapolis, where dominant pharmaceutical and biotech companies are putting us at the cutting edge of the science-based economy. It all sounds larger than life. But the facilities that will house these industries will always be...



Company Name:
Confirm Email:
INside Edge
Morning Briefing
BigWigs & New Gigs
Life Sciences Indiana
Indiana Connections


  • Most Popular Stories

    • Allison and Stanley Chen provided the lead gift for the campaign. (Provided Photo/ISI)

      International School Launches Capital Campaign

      The International School of Indiana has publicly launched a capital campaign to establish a unified campus in Indianapolis. As part of the ONE ISI campaign, the school is looking to raise $6.5 million to build a new school building for pre-elementary and elementary students at the site of its middle and high schools. The public launch follows a 10-month silent phase of the campaign, during which ISI raised $5 million from more than two dozen donors. Currently, ISI's operations are...

    • Money magazine judges Fishers as 3rd best place to live in the U.S.

      Fishers Makes Top 10 List of 'Best Places to Live'

      Three communities in Indiana made the top 100 list of best places to live in the country, but only one made the top 10. Fishers was judged by Money magazine as the third best place to live in the United States, behind Clarksville, Tennessee and Round Rock, Texas.

    • Lt. Governor Suzanne Crouch will be on hand for the announcement.

      Jobs Announcement Set for Indy

      City and state officials will Wednesday make a jobs announcement in downtown Indianapolis. Few details are available, however the Indiana Economic Development Corp. says leaders from an Indianapolis-based startup will be involved.

    • (photo courtesy of Dickinson Fleet Services)

      Dickinson Fleet Services Expands; Grows Talent Pool

      Indianapolis-based Dickinson Fleet Services is expanding its truck maintenance reach with the purchase of A1 Diesel Service of Hendersonville, Tennessee. Dickinson says this is its ninth acquisition since 2017 and the third in 2019. 

    • Photo courtesy of Bristol Parks

      Startup Plans to Add 250 Jobs By 2021

      A metal forming startup is seeking to use a facility in Bristol that has been empty since 2017 for a major manufacturing operation. The Elkhart Truth reports Brinco will invest $52 million in the project and add 250 jobs.