With over half a billion fans following its events worldwide, Formula 1 is the greatest racing spectacle in the world. But very few of us know about Formula 1 as a corporate entity. What makes F1 such a highly successful organisation with raving fans?
Meet Max Métral
Max’s Role as an Analytics Leader at Formula 1
Max Métral, the Senior Analytics Manager at Formula 1®, is here to give us an insider view into the inner workings of data and analytics in the corporate sports entertainment media landscape.
At F1, Max is currently involved in leading the business analytics department, which works to maximize commercial opportunities of both B2B and B2C ventures of F1 by optimising decision making using data analytics. Max uses data to deepen the customers/consumers/fans knowledge and make better data-informed decisions.
Max’s Past Experiences in Data Science
Before becoming the Senior Analytics Manager, Max was the Insight Manager. As the Insights Manager, he developed the organisation’s first-ever fan data analytics strategy. He also built up the F1 data team from scratch.
Max also enjoys teaching and sharing his real-life experience as a visiting lecturer at various universities across London, Paris, and Brussels.
Previously, Max has worked as a data and insights analyst at City Football Group, Accenture Uk, and Adidas.
Academically, Max studied at the University of North Carolina at Chapel Hill – Kenan-Flagler Business School and has a Master of Science in Management (MSc) degree from ESSEC Business School in France.
He frequently speaks at reputed industry events involving data analytics, sports business analytics, and sports marketing.
Business analytics, customer experience, and data science
In this exclusive analytics podcast episode, Max shares:
- The interview kicks off with Max sharing his passion and experience in teaching and writing, when he is not working. Not only does he find joy from these activities, but equally, he uses the opportunity to sharpen his knowledge too.
- Max provides a lot of business context for Formula 1 and how it’s evolving from B2B to B2C and the DTC model.
- How data analytics are becoming ever more critical in their B2B business because broadcasters and promoters are asking more questions than ever before to justify the ROI.
- How Max and his team had to create the fans database from scratch when he first started the job at Formula One.
- How, eventually, the fans database has allowed Formula One to start building its B2C business.
- Why data analytics is becoming more critical for Above the Line Marketing.
- Why we can’t blindly trust the data and spend all our marketing budget for Below the Line Marketing.
- How to build a customer database with a global perspective and some of the challenges it would come with.
- How to create a new B2C market if you’re traditionally a B2B business and why data plays such an important role to make both of them complement each other.
If you are Chief Marketing Officer in a large corporation or work in the media industry, listening to this episode is highly recommended.
Find out more about Max
What is one book that he would gift to his younger self:
- Moneyball: The Art of Winning an Unfair Game by Michael Lewis
Interviews and Podcasts:
In the News:
Learn more with related episodes in our analytics podcast:
- E57 – Ben Chan – Skills Required to Successfully Navigate Industries as an Analytics Professional
- E49 – Or Lenchner – Here’s What Alternative Data Can Do for Your Business
- E18 – Michael Patron – How to Build World-Class Teams with People Analytics
- E10 – Matthew Liebmann – How Data Science Is Shaping the Future of Movie Marketing
Now a word from our sponsor…
This episode is sponsored by the new program at DDA. It’s an analytics leader mentorship program for senior managers and executives in the business team who want to develop a data-driven business to drive customer experience excellence. For a small one-off annual fee, you get to book Unlimited Strategy Sessions for a Full Year. For more information about this program, please reach out to DDA!