Fan Engagement from Start to Finish and Beyond - S718

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  • Roger Woods

    Roger Woods

    Sr. Director, Product Management & Strategy, Adobe

  • Aidan Lyons

    Aidan Lyons

    Sr. Vice President, Fan Engagement, Lyons


In the fast-paced world of Formula One racing, garnering loyalty and keeping fans engaged is key to a club’s success. And engagement goes far beyond race day. It’s every interaction that creates fan excitement and connection before, during, and after the big event. It’s about personalized experiences that makes each fan feel valued and part of the team. And it might even be getting fans to be the biggest brand ambassadors when they’re compelled to buy merch and wear it proudly (now that’s fan engagement!). Learn how Williams Racing is using Adobe Journey Optimizer to digitally transform its fan experience by optimizing journeys—whether on or off the track.

In this session, learn about:

  • How Williams Racing and Formula One are transforming the way fans experience live events 
  • How to personalize customer journeys across digital channels and in-person experiences
  • The future of fan & customer engagement with Adobe Journey Optimizer

Track: Omnichannel Marketing and Optimization

Session Type: Session

Technical Level: General Audience

Presentation Style: Case/Use Study

Audience Type: Business Analyst, Campaign Manager, Database Marketing Manager, Digital Analyst, Email Marketer, Mobile Marketer, Segmentation Specialist, Channel Marketer, Optimization Manager, Commerce Marketer/Merchandiser

Industry Focus: Automotive, Consumer Goods, Financial Services & Insurance, Healthcare/Lifesciences, High Tech, Media & Entertainment, Retail, TV/Broadcast, Telecommunications, Travel & Hospitality

Business Type: B2C

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