A global motorsport championship
Race-day issues resolved 80% faster, with one profile for 24 million fans.
A motorsport championship’s fan data lived in its app, its website, ticketing, the store and a fantasy league. Unified in Data 360 into single profiles for 24 million known fans, it now drives an agent that resolves login and streaming problems on race day and personalised marketing that fans actually click.
At a glance
- Client
- A global motorsport championship
- Engagement
- Data 360, then agents in service and marketing
- Sector
- Media
- Based in
- United Kingdom
The stack
01
The situation
What they were working against.
A global fan base and data scattered across the app, the website, the fantasy league, ticketing and store systems meant no single view of any fan. Fans contacting support with login or streaming problems on a race weekend waited too long, and marketing could not personalise at scale.
A season of regulation changes added a second problem: a sport that had become harder for fans to understand.
02
What was built
The build, in the order it happened.
One fan profile
More than 100 data sources unified in Data 360 into single profiles across service, marketing and purchase history.
Service Cloud on race day
Routine issues resolved through the fan portal, and on-brand replies drafted for reps who see the whole fan on one screen.
Marketing Cloud
Personalised content recommended per fan, with send time optimised for each recipient.
A rules agent for fans
A fan-facing agent that explains the new regulations in plain language; more than 6,000 interactions in its first race weekend.
03
The results
Unify the data, then let the agents work.
Fan service responses are 80% faster and self-service first-contact resolution exceeds 95%. Personalised marketing lifted click-through rates by 22%, and the regulations agent answered more than 6,000 questions in its first weekend.
- Faster response to fan service inquiries over chat and email
- 80%
- Higher click-through rates on AI-recommended content
- 22%
- Data sources unified into one profile for 24 million fans
- 100+
Client name withheld. Figures are as reported for this implementation; where one was a stated target rather than a measurement, the label says so.
04
Our read
How we would build this at your scale.
What we take from this build, and what the same outcome looks like for a team of fifty to five hundred people rather than a global enterprise.
Data 360 first, agents second
Every result here sits on the unified profile. For a media brand with a few million subscribers, that is a Data 360 implementation with identity resolution across the app, CRM and commerce as the first milestone.
Data 360 Services 02Two agents, two narrow jobs
Service on known-issue categories and marketing on content selection. Neither tries to do everything, which is why both have a number attached.
Agentforce & AI 03Peaks are the design constraint
A race weekend is a traffic spike with a hard deadline. We size, test and monitor for the peak rather than the average, and keep it under a retainer for the season.
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