TECH SUPPLIER Mar 2019 - Market Note - Doc # EMEA44876519

Arena Racing: Bringing the Single Customer View to Life

By: Helena Schwenk, Philip CarnelleyAVP, European Software Group


This IDC Market Note discusses Arena Racing Company's single customer view initiative, and how its transition to a new data management suite is a key part of that initiative. For many organizations, building a single view of customers is a critical and necessary step in marketing and in improving customer relations, but one that can be fraught with difficulty. This document examines why and how Arena Racing Company transitioned to a new data management suite based on Experian Aperture Data Studio, as well as its experiences along the way. The report is based on an interview with Arena Racing's Group CRM Data and Insights Analyst conducted in 3Q18.



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