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.

- Entrance, exits and flows - Merchandise - Fanzone and activations - Seating behaviour - Entertainment and stage