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
n 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.
- Damian Arbuckle, Senior Director, Consumer Intelligence
NASCAR drives success with personalized, data-powered marketing
NASCAR experienced a dramatic improvement in marketing efficiency and efficacy:
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.
