BIG DATA ANALYTICS 

THE CHALLENGE:

An international motor racing business wanted to grow and invest in its digital assets, to reach their full digital potential globally. The business’s ultimate objectives were to:

  • Transform their existing non-digital fans into digital ones;

  • Increase the engagement of their global digital fan base;

  • Directly monetise digital fans, through subscriptions and games; and

  • Indirectly monetise their digital fans, through digital based sponsorship and advertising initiatives.

OUR WORK:

We used our big data analytics technology, combined with our digital marketing expertise, to create targeted engagement and monetisation strategies designed to grow the digital business. To achieve this, we:

  • Extracted, cleansed, processed and collated 200 million sessions for a full year across all devices from the business’s digital assets;

  • Segmented fans into actionable groups using our unique methodology; and

  • Developed detailed pricing and content strategies based on the key behaviours of each group.

ACHIEVEMENTS:

Our data analysis and digital marketing strategies increased the fan engagement across the business’s digital assets, leading to a significant increase in their global digital revenues.

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