Formula E deploys customer identity management platform to better understand fans

'Effectively leveraging customer identity data is integral to our strategy,' says Tom Halls, head of digital at Formula E

Formula E, the global electric car racing series, has selected customer identity management platform Gigya to gain a better understanding of its fan base.

The 10-race championship series is now in its second season and visits locations across the globe, from China to London to Argentina. Formula E wants to use Gigya tools to improve customer data management for its websites and mobile applications as it attempts to learn more about its fans.

"As an organisation, our goal is to be the most forward-thinking digital innovators within any global sporting series," said Tom Halls, head of digital at Formula E.

"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," he added.

The deployment will see Formula E use Registration-as-a-Service (RaaS) and social login products across its online services in an effort to encourage fans to engage with the brand by providing access to exclusive content and interactions with "the larger Formula E community".

All the data collected via the use of customer registrations to gain access to this will be consolidated by Gigya's profile management identity repository. The aim is to provide Formula E with a single view of its customers and fans, while also adhering to privacy compliance legislation.

Ultimately, the aim is to use data to better understand fans - ranging from motorsports fans to technology enthusiasts interested in the future of electric vehicles - and allow Formula E to "individualise" their experiences.

The terms of the deal haven't been disclosed, but Gigya welcomed the new partnership with Formula E.

"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," said Richard Lack, Gigya's EMEA director of sales.

"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," he added.

Data is integral to Formula E as a whole, with each team attempting to harness its power to gain an advantage on the track, as Alex Tai, team principal of DS Virgin Racing, recently explained.

"The preparation, the practice sessions, the qualifying happens in just one day. This means between our two morning practice sessions and our qualifying, we need to take this data-rich environment and take all that analysis we can from it as quickly as we possibly can," he said.

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