|By Dana Gardner||
|March 29, 2014 02:00 PM EDT||
Auto racing powerhouse NASCAR has engineered a way to learn more about its many fans -- and their likes and dislikes -- using big-data analysis. The result is they can rapidly adjust services and responses to keep connected best to those fans across all media and social networks.
It's a story of getting at all the information and data that's generated constantly from social media, news media, broadcast media -- and then making the analysis instantly available as easy-to consume and relate visualizations.
BriefingsDirect had an opportunity to learn first-hand how NASCAR newly engages with its audiences using big data and the latest analysis platforms when we interviewed Steve Worling, Senior Director of IT at NASCAR, based in Daytona Beach, Fla. at the recent HP Discover 2013 Conference in Barcelona. The discussion is moderated by me, Dana Gardner, Principal Analyst at Interarbor Solutions.
Here are some excerpts:
Gardner: Tell us about the context of what you're trying to do with your fan base, and then how technology comes to bear on that.
Worling: NASCAR has been around for 65 years, and we have probably one of the most loyal fan bases out there. NASCAR really wants to understand what our fan base is saying about our sport. How do we engage with them, how are we really bringing our sport to their entertainment, and what's the value of that?
So NASCAR partnered with HP to build a first-of-its kind of Fan and Media Engagement Center. That’s a new platform for us that allow us to listen to the social media outlets -- Twitter, Facebook, Instagram, all of those social media outlets -- to understand what the fans are talking about.
Something unique about this platform is that it also allows us to bring in the traditional media news sites. What is the media saying about our sport, and then how do you tie those conversations together to get a really nice single pane of glass on the overall conversation? What are our fans are saying, what are the news media saying, and how does that help and benefit our industry as a whole?
Gardner: It sounds like you don’t want get some of the data -- but all of the data.
Want to know everything
Worling: We absolutely want to know everything that’s being said across all of those platforms. We saw about 18 million impressions in our first year of the platform. That’s impressions across the social side and the news-media side. It was big, and this was our first year at it.
On the news media side, we're only collecting from a small sample right now. Next year, we're going to really enhance that and grow that from a few different news sites to hundreds of sites, as well as start to bring a more of awareness to our fans around social interaction.
So we're expecting to see that number grow significantly. This year, as I said, a solid 18 million tweets overall translates to about 110,000 tweets during a race day, even up to about 15,000 tweets per minute.
NASCAR is a predominantly US-based sport, but we are growing internationally. Today, we have a series in Mexico. We have a series in Canada as well, and we just expanded into Europe with our Whelen Euro Series.
This platform will also help us engage and understand how the sport is performing in those markets. What's the sentiment of the fans? It's really a great platform to allow us to right anything that we might be doing wrong. So if we need to enhance the marketing or enhance the engagement of those tracks, we're able to do that through this platform.
Our sport is unique, because there is a vast community that makes up our sport. You have a NASCAR governing body and that's what I represent. Then, there is a large race track ownership. We call those promoters, and those are the folks who are selling tickets and getting you out to the race track.
Then, we have our teams and our drivers, and those are independent contractors. So you have those that are involved in the sport, and then our sponsors and our partners that help bring all of that together and make this ecosystem. That is NASCAR.
We're able to collect data on all of those different constituents, and then share that value. I’ll give you a great example. This year, HP became a great partner with us around our Fan and Media Engagement Center.
Share the value
Our goal over the next couple years, as we work with HP, is to be able to sit down with them and share the value and what their sponsorship and their partnership brings to NASCAR. We want to develop and grow the relationship for a longer period of term. We give them real data on their activation and involvement in the NASCAR industry.
Gardner: We now know that customer information is being shared in whole new ways. How do you then take the technology and get a handle on it so that you can perform what you want?
Worling: We partner with HP, as I said, to build this platform. We’re leveraging products like their IDOL engine. The Explore capability from their Autonomy platform allows us to ingest all of this different data, put it together, and then really start building that single pane of glass to understand what these conversations are -- whether there is a breaking story around activation within our sport, or something else.
As it's collecting this data, the platform starts to stitch it together so that we can understand what the conversation is. So it’s taking that news outlet information, taking the social sentiment, and putting it together to make sense of it. It’s taking all of that unstructured data, structuring it, and then giving us the analytics that allow us to understand the conversation -- and react appropriately.
It could be a story that makes sense and is telling the right story, or it could be a story that needs a little bit of direction from NASCAR to make sure that we're getting the right story out there.
So HP building that with Autonomy has been very valuable. We're getting ready to deploy HP Vertica on top of that now to allow us to take this large amount of data we’re getting and putting it into the Vertica data infrastructure. Then we can start making even more connection points and more rationalization, and then being able to layer other tools on top of it -- things like Tableau Software -- to help us with visualization.
One of the new things that I'm excited about is in telling our story about our great command center. It’s a showcase piece that you can come and see what we’re actually reporting on the analytics. We’re going to build a map of the U.S. that allows us to give us the hotspots of information.
So as people are tweeting, maybe good or bad, in California, you might get a big red spot. We can drive down into that, understand what that data is, and then engage through our dot-com platforms and other media outlets to make sure that we're saying the right story or addressing the concerns that are out there.
Gardner: I saw on the stage at HP Discover in Barcelona that Facebook put up a very impressive map that was built using Vertica. It shows their actual installed base and the connections between them. Of course, it looks very much like a map of the world, but it's a map of Facebook.
Worling: That was an amazing visualization, and I can't wait to be able to do the same thing. I thought that was a really neat and I’d love to be able to get the resolution of the world like they have, but I will be happy to get a great, rich US look. That was totally a cool thing, and I hope that we can do the same thing as well.
Gardner: So one of the great things about what you have been doing is getting all the data. One of the bad things you've been doing is getting all the data. How do you move beyond this being a fire hose and make it actionable?
Worling: As I mentioned, we’re storing everything in IDOL today. We'll be migrating to Vertica shortly to help us with the consumption. For us, this year, it's been a little bit of we just didn’t know what we didn’t know. We weren't really sure what kind of data we were going to see and how we were going to react to it. Our sport is a great sport, but like any sport or any business, there's always a little controversy with it, and we experienced some of that this year. So it was more of a great platform to help us do crisis management.
As we dealt with the situations that came up, we were able to get data from this and react to it appropriately. But we've also started to learn some proactive things to think about.
As we launch a new car this year, our Gen-6 Car, what is the engagement or sentiment from our fans? We’ve been able to do some deep analytic research on what that is and get valuable information to be able to hand GM, who launched this car with us this year and say, “This is the results of the news" instantly -- a lot of big data.
As I said, we have 18 million impressions this year, which was phenomenal, and I don’t think we had a bar to set. Now, we’ve have set the bar for next year and I think with Vertica and IDOL [part of HP HAVEn], we’re positioning ourselves or have the right platform that allow us to grow extensively as we look to the future.
Gardner: Once you start getting big-data capabilities and driving more data into it, you get hungry for more data. You’ll start thinking about places to acquire it, doing joins, and then finding even better analysis. Any thoughts as to where you might go next, now that you’ve tapped the social-media environment?
Worling: There are two ways to answer that. One, we’re going to continue to grow the social media side. I mentioned the things that we’re doing today with Facebook and Twitter. Instagram really is the next big piece of integration for us.
For NASCAR, it’s important for us to engage younger people in that Gen Y, Millennial Generations. Instagram is a key component to do that. So that’s going to be a big focus for us in getting that integrated and then just keeping an eye out for the new social solutions or offerings that are coming out and how we keep them integrated.
Then, we’re going to start working on the traditional news media as well. As I mentioned, it’s going to be key for us to understand the press impacts. That’s very relevant for our CEO and Chairman. I didn’t mention, but we’ll also be bringing in video from our broadcast partners. We broadcast nationally in the US, as well as in 198 countries worldwide. That story is very important to us.
We’ll be growing a lot of that next year. The second side of that is our business becomes more aware of this tool. We’ve been getting just inundated with requests, some from the sales guys, as they’re trying to develop new sales, how we should value what it means to be part of our sport. There are renewals in the sales process as well, the value of the partners that are already existing and then taking it to our drivers.
A great story I love to tell is about a young and upcoming driver that started in our Camping World Truck Series. This year has to build his brand. He has a brand that he needs to develop and get out there.
We brought him into the Fan and Engagement Center and spent about three or four hours taking him through different analytics, different use cases of information around his brand, and helped him understand what it meant to be good. We showed him the things he needs to develop, and the things that he wasn’t so good at, so he could take that away and work better on those. We’re definitely seeing a lot of requests from the industry: How does this platform benefit them and how do they get rich data out of it?
You may also be interested in:
- HP HAVEn CTO Mundada on new ways for businesses to gain transformation from big data
- HP's Project HAVEn rationalizes HP's portfolio while giving businesses a path to total data analysis
- Fast-changing demands on data centers drive need for uber data center infrastructure management
- HP delivers the IT means for struggling enterprises to remake themselves
- Istanbul-based Finansbank Manages Risk and Security Using HP ArcSight, Server Automation
- HP Access Catalog smooths the way for streamlined deployment of mobile apps
- HP adds new value to Vertica data analytics platform with community marketplace
- HP Vertica General Manager Colin Mahony on the next generation of analytics platforms
- HP Vertica architecture gives massive performance boost to toughest BI queries for Infinity Insurance
- HP Experts analyze and explain the HAVEn big data news from HP Discover
- Network virtualization eases developer and operations snafus in the mobile and cloud era
- Service virtualization solves bottlenecks amid complex billing process for German telco
- Nimble Storage Leverages Big Data and Cloud to Produce Data Performance Optimization on the Fly
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Nov. 27, 2014 02:15 PM EST Reads: 484
Some developers believe that monitoring is a function of the operations team. Some operations teams firmly believe that monitoring the systems they maintain is sufficient to run the business successfully. Most of them are wrong. The complexity of today's applications have gone far and beyond the capabilities of "traditional" system-level monitoring tools and approaches and requires much broader knowledge of business and applications as a whole. The goal of DevOps is to connect all aspects of app...
Nov. 27, 2014 02:00 PM EST Reads: 722
The 4th International DevOps Summit, co-located with16th International Cloud Expo – being held June 9-11, 2015, at the Javits Center in New York City, NY – announces that its Call for Papers is now open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's large...
Nov. 27, 2014 02:00 PM EST Reads: 1,608
15th Cloud Expo, which took place Nov. 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA, expanded the conference content of @ThingsExpo, Big Data Expo, and DevOps Summit to include two developer events. IBM held a Bluemix Developer Playground on November 5 and ElasticBox held a Hackathon on November 6. Both events took place on the expo floor. The Bluemix Developer Playground, for developers of all levels, highlighted the ease of use of Bluemix, its services and functionalit...
Nov. 27, 2014 02:00 PM EST Reads: 870
Want to enable self-service provisioning of application environments in minutes that mirror production? Can you automatically provide rich data with code-level detail back to the developers when issues occur in production? In his session at DevOps Summit, David Tesar, Microsoft Technical Evangelist on Microsoft Azure and DevOps, will discuss how to accomplish this and more utilizing technologies such as Microsoft Azure, Visual Studio online, and Application Insights in this demo-heavy session.
Nov. 27, 2014 01:45 PM EST Reads: 967
When an enterprise builds a hybrid IaaS cloud connecting its data center to one or more public clouds, security is often a major topic along with the other challenges involved. Security is closely intertwined with the networking choices made for the hybrid cloud. Traditional networking approaches for building a hybrid cloud try to kludge together the enterprise infrastructure with the public cloud. Consequently this approach requires risky, deep "surgery" including changes to firewalls, subnets...
Nov. 27, 2014 01:45 PM EST Reads: 981
DevOps is all about agility. However, you don't want to be on a high-speed bus to nowhere. The right DevOps approach controls velocity with a tight feedback loop that not only consists of operational data but also incorporates business context. With a business context in the decision making, the right business priorities are incorporated, which results in a higher value creation. In his session at DevOps Summit, Todd Rader, Solutions Architect at AppDynamics, discussed key monitoring techniques...
Nov. 27, 2014 01:30 PM EST Reads: 960
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
Nov. 27, 2014 01:00 PM EST Reads: 1,579
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
Nov. 27, 2014 11:00 AM EST Reads: 1,184
SYS-CON Media announced that Centrify, a provider of unified identity management across cloud, mobile and data center environments that delivers single sign-on (SSO) for users and a simplified identity infrastructure for IT, has launched an ad campaign on Cloud Computing Journal. The ads focus on security: how an organization can successfully control privilege for all of the organization’s identities to mitigate identity-related risk without slowing down the business, and how Centrify provides ...
Nov. 27, 2014 10:00 AM EST Reads: 1,270
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrateg...
Nov. 27, 2014 10:00 AM EST Reads: 1,142
"We help companies that are using a lot of Software as a Service. We help companies manage and gain visibility into what people are using inside the company and decide to secure them or use standards to lock down or to embrace the adoption of SaaS inside the company," explained Scott Kriz, Co-founder and CEO of Bitium, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 27, 2014 08:45 AM EST Reads: 1,201
"SAP had made a big transition into the cloud as we believe it has significant value for our customers, drives innovation and is easy to consume. When you look at the SAP portfolio, SAP HANA is the underlying platform and it powers all of our platforms and all of our analytics," explained Thorsten Leiduck, VP ISVs & Digital Commerce at SAP, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 27, 2014 08:15 AM EST Reads: 1,255
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device exp...
Nov. 27, 2014 08:00 AM EST Reads: 1,130
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, discussed how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP HANA...
Nov. 27, 2014 08:00 AM EST Reads: 1,204