Derby delight

Churchill Downs Inc. (CDI) is using an on-demand Web analytics service, HBX, from WebSideStory to power its new online marketing and CRM initiative.

Churchill Downs racetrack, CDI's flagship facility in Louisville, Ky., has revamped its main Web site, KentuckyDerby.com and embarked on a number of marketing campaigns to build a new customer e-mail database. The company used the HBX service to analyze visitor behavior patterns and understand what content, features and services to pull from the old Web site onto the new one.

The company also used the 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. The analysis was critical to generating more entries and improving the customer database, according to WebSideStory. Churchill Downs also will use HBX to sell more items in its online store.

"WebSideStory is helping us build our online presence and get closer to our customers," says Atique Shah, CDI's VP of CRM and technology solutions. "We are proud of the work we did in advance of this year's Kentucky Derby ... Getting real-time feedback is critical to our success online."