Ascot Racecourse's database holds information on more than 110,000 customers, 60,000 of whom are Royal Ascot attendees. These customers are already targeted using a variety of direct marketing and advertising.
However, Ascot Racecourse wanted to develop its below-the-line prospecting strategy and is using Microvision, which includes customer classification system Cameo and media and Census data.
Ascot Racecourse is using the software to apply Cameo classifications to its database, enabling it to achieve socio-economic, geographic and behavioural insights into its customers. This will allow it to establish those of the highest value and distinguish between those visitors who mostly attend evening meets and those who only attend higher-profile events.
The resulting analysis will be used by Ascot Racecourse to: produce post-sector rankings to target areas for leaflet drops; create targeted "cold" seasonal direct mail campaigns using prospect data; and analyse media coverage to visualise above-the-line marketing spend and response rates and better allocate marketing budget.
Sonia Hamilton, Ascot Racecourse's head of ICT, said: "We are excited about the prospect of getting a real insight into our customers. Enriching our customer database and employing sophisticated targeting tools will not only improve Ascot's efforts to out current visitors, but will allow us to invite a much wider audience to our race meetings in the months and years to come."
John Dobson, EuroDirect's managing director, said: "It's great to see companies throughout the leisure industry harnessing the power of marketing intelligence systems such as Microvision and Cameo to improve their return on marketing investment."
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