NASCAR’s journey to data-driven marketing excellence
Discover how NASCAR transformed its marketing strategy by unifying its data, accelerating campaign launches, and personalizing fan experiences with GrowthLoop.
.png)
NASCAR, an icon in motorsport, engages millions of fans across 100+ annual races at 12 premier racetracks in 11 states. Known for its electrifying events and passionate fanbase, NASCAR sought a solution to deliver personalized, cohesive messaging to fans on and off the track.
A motorsport giant needed a winning data strategy
NASCAR’s marketing teams faced significant challenges: siloed data across racetracks, an over-reliance on manual campaign processes, and inconsistent audience targeting. Each track operated with its own data and approach, making it difficult for NASCAR to unify its messaging and engage fans with timely, relevant offers and experiences.
Disconnected data and slow processes were holding NASCAR back
With fragmented data and coding-heavy processes, NASCAR’s marketing efforts were slow and error-prone, limiting their ability to deliver real-time, personalized outreach. This complexity led to delays in campaign setup, inaccurate targeting, and ultimately, missed opportunities to engage and retain fans.
GrowthLoop unified NASCAR’s data and supercharged their campaigns
In 2021, NASCAR partnered with GrowthLoop to build a foundation for a master data management (MDM) system within Snowflake, creating a 360-degree view of fans. This integration allowed NASCAR to unify disparate data sources and activate them across channels, automating processes to accelerate campaign delivery. GrowthLoop’s no-code interface empowered NASCAR’s marketing team to build audiences and orchestrate campaigns independently, without SQL.
Key GrowthLoop products used:
- Audience Builder - Simplifying audience segmentation and targeting
- Maestro (Journeys) - Streamlining multi-channel campaign orchestration
- Signal Router - Automating audience flows into CRM and marketing platforms
- Data Services - Establishing foundational data integrity and consolidation
- Review Module - Ensuring ongoing audience refinement and campaign accuracy
“GrowthLoop has completely transformed how we connect with our fans. Instead of long, manual processes, we can now launch targeted, personalized campaigns in seconds. With a full view of each fan, we’re able to deliver messages that really resonate, whether they’re online or at the track. GrowthLoop has brought our marketing teams together and made our efforts much more efficient, allowing us to focus on what matters most — creating unforgettable experiences for our fans and partners.”
NASCAR drives success with personalized, data-powered marketing
NASCAR experienced a dramatic improvement in marketing efficiency and efficacy:
.png)
- Faster audience activation - Reduced time to launch an audience from 30 minutes to under 1 minute.
- Wider reach and precision - Built more than 4,000 audiences, with more than 2,000 launched as cross-channel campaigns across 13 tracks.
- Comprehensive fan insights - Integrated ~17 million customer records, enabling a 360-degree view of each fan and more precise segmentation.
- Automated CRM workflows - Streamlined once-manual processes, reducing human error and improving speed-to-market.
- Broad adoption and cohesive strategy - GrowthLoop adoption expanded from NASCAR Media to more than 13 racetracks, ensuring consistent messaging across NASCAR’s entire ecosystem.
This transformation allowed NASCAR to engage fans with personalized messages and timely offers, boosting engagement, enhancing loyalty, and driving measurable impact.
Learn how GrowthLoop can help you meet your goals
Get in touch with our team to learn how you can use GrowthLoop to activate data from your data warehouse to drive more revenue.