In this age of the cult of the digital personality, businesses need to get their online houses in order. Engaging customers is the name of the game, and getting to know the consumer base has never been more crucial to firms who want to stay competitive.
The destination
As any marketer worth their salt knows, brands’ customers are individuals: you and I. We are defined by our idiosyncrasies and if efforts are not made to respect this individuality, we tend not to hang around long to listen to what’s being said. This is especially relevant in advertising.
Leading the way, Formula E has partnered with Gigya to develop a framework that will allow the world’s first fully-electric racing series to truly understand its fanbase from the very beginning. The goal is to individualise users' respective experiences, from dedicated motorsports fans who attend several races every season to technology enthusiasts interested in sustainability and the future of electric vehicles.
The technology
Gigya, which builds identity-driven relationships to support firms such as FOX, Forbes and ASOS, will drive user authentication, login and customer data management on Formula E’s websites and mobile applications.
The move has been sanctioned by the Fédération Internationale de l'Automobile (FIA) and will enable the racing series to build the first-ever customer portal using using Gigya's fully-customisable Registration-as-a-Service (RaaS) and Social Login products on its web properties and mobile applications.
Formula E will thus allow site visitors to self-identify to engage with the brand, gain access to exclusive content and interact with the larger Formula E community.
Data collection
All customer data acquired from registrations, logins and on-site activities will be consolidated in Gigya's Profile Management identity repository, enabling Formula E to achieve a single customer view while maintaining privacy compliance.
The personalisation of customer experiences remains a key focus of the initiative. To achieve this Formula E plans to bidirectionally synchronise data from profile management with its existing marketing tools, such as email automation platforms and content management systems, via direct integrations found in Gigya's IDX Marketplace.
Tom Halls, head of digital at Formula E says: "As an organisation, our goal is to be the most forward-thinking digital innovators within any global sporting series. Effectively leveraging customer identity data is integral to our strategy, and we look forward to creating memorable and engaging experiences for our fans with Gigya's platform."
Richard Lack, Gigya’s EMEA director of sales says:
"With its emphasis on electric vehicle R&D and clean energy, Formula E is already one of the most cutting-edge sports in the world. We're excited to partner with Formula E to bring that same level of innovation into the brand's digital world, putting customer identity at the core of fan acquisition, engagement and retention."
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