Case Study: NASCAR Starts Up Its Contextual Marketing Engine
Forrester believes that firms must look beyond campaigns and instead deliver self-perpetuating cycles of real-time and insight-driven customer interactions to win, retain, and engage with customers. Firms will assemble proprietary digital platforms that Forrester calls contextual marketing engines to realize this vision. The National Association for Stock Car Auto Racing — commonly known as NASCAR — built its own version of a contextual marketing engine: the Fan & Media Engagement Center, which churns out data that benefits stakeholders across the sport. This report shows how NASCAR uses its digital platform to transform its brand and make NASCAR a more agile, responsive, data-driven, and fan-focused enterprise.