Indianapolis Motor Speedway Chooses Emarsys to Enhance and Grow Customer Engagement for Indianapolis 500 and Beyond

Lindsay Tjepkema
Lindsay Tjepkema , Marketing Director, Americas , Emarsys

Emarsys AI-enabled marketing platform selected by the highest capacity sports venue in the world to personalize real-time, omnichannel racing customer experiences

INDIANAPOLIS June 6, 2017Emarsys, a leading global B2C marketing cloud company, announces that the Racing Capital of the World® and host of the Indianapolis 500® presented by PennGrade Motor Oil, Indianapolis Motor Speedway (IMS) has deployed the Emarsys artificial intelligence (AI) enabled cloud marketing platform to enhance and grow customer engagement, and increase ticket sales for all events throughout the year. This will be achieved by helping the race circuit to better understand its customer behavior and experience data. The actionable insight identified will allow IMS to engage with potential and existing customers in a highly personalized way across multiple channels and in real-time.

Located in Speedway, Indiana, IMS is home to the Indianapolis 500, INDYCAR Grand Prix, Brickyard 400 and Red Bull Air Race. As the highest-capacity sports venue in the world, IMS sought to annualize and maintain Indianapolis 500-level customer engagement and online ticket sales.

To achieve this, the iconic speedway has opted for Emarsys’ AI-enabled cloud marketing platform, including Automation Center, Smart Insight, Web Extend, Mobile Engage, and CRM Ads. This allows IMS to connect multiple data sources, better analyze historical behaviors of distinct customer segments and create deeply personalized interactions at every step of the customer journey.

“Each year we welcome hundreds of thousands of fans to witness the historic Indy 500, and the Speedway’s other events,” said Brad Lee, Director of Business Solutions at IMS. “With Emarsys, we hope to maintain elevated levels of customer engagement throughout the whole year and welcome back race fans to other premium events on our track. The sophisticated nature of the Emarsys platform provides us with a deep understanding of our customers at an individual level, and allows us to interact with them at the point of transaction when they’re most engaged. We envisage that replicating this formula through the year will yield great results.”

“Indianapolis Motor Speedway is a globally-recognized leader in auto racing that enjoys a great reputation and customer fan base,” says Sean Brady, President of Americas at Emarsys. “We understand that the specific challenge of collecting data for online and offline customers is managing both the volume and scope of customer experience. By leveraging the phenomenal customer engagement that they get during events, such as the Indy 500, our goal is to set up AI-backed marketing campaigns to deliver customer experiences at a highly granular level, boost ticket sales and overall revenue growth.”

The Emarsys Marketing Cloud sends over ten billion messages per month, integrating customer intelligence, personalization, predictive recommendations and omni-channel marketing at scale, across all devices and social channels into a single cloud-based platform. With Emarsys AI Marketing (AIM) capabilities, raw consumer data and insights can be transformed into a holistic understanding of each customer’s identity, creating highly personalized customer experiences and journeys across channels that bridge the execution gap between complex data science and truly personal interactions.

About Indianapolis Motor Speedway

The Indianapolis Motor Speedway, the world’s largest spectator sporting facility, has been the worldwide leader in motorsports entertainment since opening in 1909. In 2017, IMS hosted the 101st Running of the Indianapolis 500 presented by PennGrade Motor Oil, the world’s largest single-day annual sporting event, and also hosts the INDYCAR Grand Prix for the Verizon IndyCar Series, the Brickyard 400 for the Monster Energy NASCAR Cup Series, the Indy Women in Tech Championship presented by Guggenheim for the Ladies Professional Golfers Association and the Red Bull Air Race World Championship. Head to for a full list of dates and ticket purchase options. For more information