November 2024
Intermediate to advanced
256 pages
5h 39m
English
Content preview from Customer 360
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CHAPTER 1Formula 1’s Race Toward Personalization
People don’t usually associate Formula 1 with data or AI. But the “greatest racing spectacle on the planet” has become more like a tech company in recent years than ever before. Formula 1 has transformed into a data-driven customer experience engine, delivering a top-speed Customer 360 to its 700 million fans around the world.
“Greatest racing spectacle on the planet”
—Formula 1 slogan
Formula 1 has seen massive growth in recent years, jump-started by the success of Netflix’s 2019 reality series Drive to Survive. The show caused US race viewership to triple, attracting new audiences like young people and women. Globally, Formula 1 has 1.5 billion viewers, about 46% of whom can be described as “fans.” Yet, less than 1% of them will actually attend a Grand Prix each year.
BUILDING ON ITS GREATEST ASSET
The company’s greatest asset is its brand. It represents the highest class of international racing, with open-wheel, single-seat formula racing cars. Its first sanctioned race was in 1950, and since then its portfolio of races, called Grands Prix, have occurred all over the world on closed public roads and international race circuits.
Its cars are among the fastest legal road-course racers anywhere. They have wings front and back, causing a windstorm in their wake. And they are of course a technical marvel of electronics, aerodynamics, suspension, traction control, launch control, and other aids. It has been estimated that the ...
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