How Formula One is harnessing location data for insights

Formula One, the global motorsport series, is using location data to better target its on-site experiences.

Data may seem like a no-brainer for any business operating today, but according to Formula One global research director Matthew Roberts, who heads up the research insight team in London, it made a rather late entrance into the world of Formula One.

“Pre-2017, pre-Liberty takeover of F1, there was no data of Formula One,” he revealed at the recent MRMW APAC conference in Singapore.

Much of the data that was collected back then were “of the cars” and “sponsorship exposure of key partners in terms of how many seconds they were on screen”.

Fast forward to today, and...

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