As a global brand, Silverstone reaches into every market and engages with millions of motorsports fans around the world every year. It has a complex set of products and data which are managed by separate teams and are often tracked inconsistently. Silverstone needed an external, objective perspective and the most up-to-date analytics practices to streamline and simplify their data process.
How We Got There
Boldspace was appointed to fix this and provide a single source of marketing information and insight. We undertook a comprehensive data and analytics review of their entire digital estate. First, we created a new data and analytics framework, then built internal capability to drive the organisation’s future data-led marketing and communications activity. We interviewed the team, conducted a full analysis of data across Silverstone properties and product lines, created a new standardised framework and rebuilt tracking and tagging processes. Above all, we integrated all relevant data sources in one place – BoldLens™ – and overlaid commercial performance indicators on all communications and marketing data.