AI/ML in the fast lane: activating fan acquisition and cross-sell for a global motorsports brand
3 portfolios
Activated
Acquisition
& cross-sell models live
Keynote
Industry recognition
The challengeA global motorsports brand needed to activate newly built AI/ML fan acquisition and cross-sell models across three key product portfolios.
Service lines
Data Science & AnalyticsMarketing Activation
The outcomeModels activated and embedded in marketing across three portfolios; test and measurement frameworks established to prove commercial value.
Client Situation
- Following a major data platform migration, the client had commissioned AI/ML models to maximise value from its new data capability. Two were prioritised for commercial impact, fan acquisition and cross-sell, and needed to move out of development and into live marketing across three product portfolios and key global markets.
Our Contribution
- Supported the data migration from the outset, advised on model development and kept delivery on course through tight programme management.
- Activated and embedded the models into live marketing activity across the three portfolios.
- Built sustainable test and measurement frameworks to prove the models' impact on D2C revenue growth.
- Designed a continual-learning programme so marketing and data teams can run, optimise and extend the models in-house.
Results
- Acquisition and cross-sell models live in marketing activity across three product portfolios.
- Test and measurement frameworks running, quantifying revenue impact and guiding ongoing optimisation.
- Marketing and data teams equipped to drive future model development in-house.
- The capability showcased in industry keynotes, external recognition of the transformation.