How NASCAR Digitally Tracks Fan Behavior: Insights Across Multiple Channels

Tue, Oct 24, 2017 1:02 PM EDT{LOCAL_TZ}



Summary

Few sports organizations have the dedicated fan base of NASCAR. But in today’s multiplatform, multimedia world, fans are interacting with the auto-racing organization across dozens of channels. To meet this challenge, NASCAR turned to Luth Research to use digital tracking to get a clearer picture of fan behavior. 

Hear directly from NASCAR and Luth Research about NASCAR’s audience strategies and how it is using digital audience behavior. You’ll find out:

  • How NASCAR profiles and targets its fans, and how it uses this information to enhance sponsor impact
  • How racing fans now engage with events and whether digital and mobile channels are enhancing or supplanting TV viewing
  • How fan engagement changes during a race and what was revealed by this kind of real-time digital tracking
 
Speakers

Norris Scott
VP of Analytics       
& Insights
NASCAR

Norris manages the measurement and analytics of data across broad and varied verticals such as social and digital media, broadcast, traditional consumer and category research, fan engagement, and sponsorship valuation.

Candice Rab
SVP, New Product  
Luth Research

Candice is responsible for innovation initiatives at Luth Research, including leading New Product Sales, Client Service and Account Executive teams.

Becky Wu, Ph.D.    
Senior EVP
Luth Research

Becky, co-inventor of Luth Research’s ZQ Intelligence platform, drives innovative research solutions in integrating digital behavior data, survey data and other data sources to deliver fresh and meaningful insights.

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