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.