Formula E chooses Gigya to manage customer identities and engage fans
As the ground-breaking series races into its second year, organisers are focussing on fan engagement. From the dedicated fans who attend multiple races across a season through to technology enthusiasts interested in the sustainability of electric vehicles, Formula E plans to learn more about its users in order to better serve them.
This is where Gigya comes in as the leader in customer identity management. Using Gigya’s fully customisable Registration-as-a-Service (RaaS) and social login products, Formula E can allow users to self-identify to engage with the brand. All customer data will be stored by Gigya and will allow Formula E to achieve a single customer view while maintaining privacy.
From here, Formula E can personalise customer experiences using existing marketing tools such as email automation and content management systems, all of which work through direct integrations found in Gigya’s IDX Marketplace.
Tom Halls, Head of Digital at Formula E, said: “As an organisation, our goal is to be the most forward-thinking digital innovators within any global sporting series. Effectively leveraging customer identity data is integral to our strategy, and we look forward to creating memorable and engaging experiences for our fans with Gigya’s platform.”
Formula E is already leading the way with electric vehicle development as the technology used in the race cars can be applied to consumer vehicles too. The sport aims to blend the latest technology with cost-effectiveness and this translates through to the way it engages with fans too.
Richard Lack, Gigya’s EMEA Director of Sales, said: ““With its emphasis on electric vehicle R&D and clean energy, Formula E is already one of the most cutting-edge sports in the world. We’re excited to partner with Formula E to bring that same level of innovation into the brand’s digital world, putting customer identity at the core of fan acquisition, engagement and retention.”
With Gigya, Formula E can now turn unknown digital users into known, loyal, engaged customers.
GfK and VMware: Innovating together on hybrid cloud
GfK has been the global leader in data and analytics for more than 85 years, supplying its clients with optimised decision inputs.
In its capacity as a strategic and technical partner, VMware has been walking GfK along its digital transformation path for over a decade.
“We are a demanding and singularly dynamic customer, which is why a close partnership with VMware is integral to the success of everyone involved,” said Joerg Hesselink, Global Head of Infrastructure, GfK IT Services.
Four years ago, the Nuremberg-based researcher expanded its on-premises infrastructure by introducing VMware vRealize Automation. In doing so, it laid a solid foundation, resulting in a self-service hybrid-cloud environment.
By expanding on the basis of VMware Cloud on AWS and VMware Cloud Foundation with vRealize Cloud Management, GfK has given itself a secure infrastructure and reliable operations by efficiently operating processes, policies, people and tools in both private and public cloud environments.
One important step for GfK involved migrating from multiple cloud providers to just a single one. The team chose VMware.
“VMware is the market leader for on-premises virtualisation and hybrid-cloud solutions, so it was only logical to tackle the next project for the future together,” says Hesselink.
Migration to the VMware-based environment was integrated into existing hardware simply and smoothly in April 2020. Going forward, GfK’s new hybrid cloud model will establish a harmonised core system complete with VMware Cloud on AWS, VMware Cloud Foundation with vRealize Cloud Management and a volume rising from an initial 500 VMs to a total of 4,000 VMs.
“We are modernising, protecting and scaling our applications with the world’s leading hybrid cloud solution: VMware Cloud on AWS, following VMware on Google Cloud Platform,” adds Hesselink.
The hybrid cloud-based infrastructure also empowers GfK to respond to new and future projects with astonishing agility: Resources can now be shifted quickly and easily from the private to the public cloud – without modifying the nature of interaction with the environment.
The gfknewron project is a good example – the company’s latest AI-powered product is based exclusively on public cloud technology. The consistency guaranteed by VMware Cloud on AWS eases the burden on both regular staff and the IT team. Better still, since the teams are already familiar with the VMware environment, the learning curve for upskilling is short.
One very important factor for the GfK was that VMware Cloud on AWS constituted an investment in future-proof technology that will stay relevant.
“The new cloud-based infrastructure comprising VMware Cloud on AWS and VMware Cloud Foundation forges a successful link between on-premises and cloud-based solutions,” says Hesselink. “That in turn enables GfK to efficiently develop its own modern applications and solutions.
“In market research, everything is data-driven. So, we need the best technological basis to efficiently process large volumes of data and consistently distill them into logical insights that genuinely benefit the client.
“We transform data and information into actionable knowledge that serves as a sustainable driver of business growth. VMware Cloud on AWS is an investment in a platform that helps us be well prepared for whatever the future may hold.”