Confidence in data, analytics drives NASCAR from oval to “roval”

The National Association for Stock Car Auto Racing (NASCAR), the racing series, has used consumer insights to help discover new ways to engage current and lapsed fans.

On the National Association for Stock Car Auto Racing (NASCAR) circuit, life is nothing but a series of left turns. And, for decades, the oval track has exerted a powerful pull on Americans, especially in the Southeast.

Norris Scott, vice president/analytics and insights, NASCAR

But the competition among sports has become as fast as the Daytona 500. “We are facing the challenge of fragmentation and how fans consume the sport,” admits Norris Scott, NASCAR’s vice president/analytics and insights.

Among TV viewers aged 18 and older, he told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference,...

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