1 1 Formula E: Starting out on the the insights journey Matt Roberts Global Insight Director, Formula E

ABB FIA FORMULA E WORLD CHAMPIONSHIP 2 2 • Listen and find out the key questions which the business needs to answer • Building relationships with key stakeholders • Audit the existing data, research and tools within the business • Remember it is not just about producing lots and lots of data/spreadsheets, communication of the insight with actional recommendations is more important The first steps…. INSIGHT STRATEGY UPDATE

ABB FIA FORMULA E WORLD CHAMPIONSHIP 3 3 Challenge is to make the data and insight usable across the business INSIGHT STRATEGY UPDATE

4 4 Formula E: The key questions & solutions Who are the (potential) fans? How do they engage with FE? How effective are FE partnerships? Brand tracking TV broadcast research/ biometrics Exposure analysis Fan segmentation Spectator experience Social media tracking/ exposure Marketing campaign tracking Digital product dev/ux testing Ip/roi research INSIGHT STRATEGY UPDATE

5 5 Reporting is also key to a successful insight function – as BI data is often linked to company KPIs and business strategy INSIGHT STRATEGY UPDATE NEW Formula E Reporting Strategy: • Deliver concise race reports (media performance) with clear narratives • Deliver regular reports for teams and partners to highlight effectiveness of their FE association • Produce automated digital and social media reports

6 6 Potential fans (currently aware but not consuming Formula E) Occasional/casual fans (1 or 2 races a season) Avid fans (4+ races per season) Brand research at Formula E has allowed us to understand how we can make the brand more appealing and move the casual/potential fans up the funnel Understanding brand and what it means to consumers is key to providing most effective and actionable insight INSIGHT STRATEGY UPDATE

7 7 Pre & post season 15 Regions Robust sample size Opportunity for partners to feed into tracker to ensure key metrics are tracked and help prove ROI Brand tracking allows FE To measure brand health as well as understanding the effectiveness of our marketing and partnerships INSIGHT STRATEGY UPDATE

8 8 The brand tracking research has also allowed us to size our fandom and opportunity groups moving forward INSIGHT STRATEGY UPDATE

9 9 One of our key goals is to use data and research to gain more strategic insight into our ‘Electric Generation’ segments Next gen Confident and inquisitive teenagers looking for fun new interests and passions both virtually and in real life Sporty families Successful parents wanting shared experiences with families, friends and communities and to improve the world for their children Social optimists Driven young adults who are exploring the world and want to make it a better place for themselves and the next generation Business change makers Visionary professionals at the cutting-edge of their industry, shaping the future of the business world INSIGHT STRATEGY UPDATE

10 10 ▪ Face to face and post event surveys at the majority of races in S8 ▪ Interviews with guest in hospitality as well as fans in grandstands and E-Village ▪ Providing insight about how to improve fan experience and drive repeat visits ▪ Opportunity for partners to input into survey (i.e. brand recognition or testing any event activations) New Race spectator research has provided valuable qualitative feedback on fan experience at the race INSIGHT STRATEGY UPDATE

11 11 The research has so far been used extensively across the business by the event and commercial teams INSIGHT STRATEGY UPDATE

12 12 Algorithms calculate positioning Data presented as customer behaviour ‘Ping’ from WiFi enabled mobile We have leveraged the latest tracking technology, so we can understand how fans experience FE at a number of key circuits INSIGHT STRATEGY UPDATE

13 13 ▪ Helping to improve location and commercial revenue of ⁃ Merchandise areas ⁃ Food and drink ⁃ e-Village ▪ Understanding which activations are working better than others ▪ Measuring impact of partner activations ▪ Improving way-finding for fans “meshh.” Wifi Analytics has been used to focus on the following areas INSIGHT STRATEGY UPDATE

14 14 The Meshh data allows us to build up a picture of how our events are being consumed INSIGHT STRATEGY UPDATE

15 15 We will use a combination of traditional research and biometrics to measure: • Engagement levels of different aspects of the TV broadcast • Help recommend changes which ensure fans are engaged for longer and less likely to switch over channel • Make recommendations to the sporting team about any possible format changes as a result of the research We are using research and ‘Galvanic Skin Response’ to measure engagement with the FE broadcast and help improve the TV experience for fans at home INSIGHT STRATEGY UPDATE

16 16 The GSR technology has helped us to understand engagement and provide broadcast with recommendations around a number of areas INSIGHT STRATEGY UPDATE

ABB FIA FORMULA E WORLD CHAMPIONSHIP 17 17 • Identifying existing fans and potential fans of the future • Improving experience and engagement of fans across all touchpoints • Understanding and helping to improve effectiveness for our partners • Identifying new revenue opportunities Placing insight at the heart of the business INSIGHT STRATEGY UPDATE