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Topic: How Silverstone’s New Digital Approach Gained Them Pole Position * Unlocking the data to understand customer behaviour patterns * How to recognise, and better serve, your customer * Why a "mobile first” strategy was crucial fro Silverstone * Their focus on integration, responsivity and commitment to a data driven approach * What’s next for Silverstone’s customer-centric approach
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SILVERSTONE:EXPERIENCE IS EVERYTHING
WHERE WESTARTED
Silverstone Mission Statement
To be the world’s leading motorsport destination, products
and services brand
An outdated digital structure
Lack of data knowledge & insight
THE PROJECT
Reviews, tenders, buy-ins
2011 – 14.62%2012 – 16.55%2013 – 15.22%
2011 – 14.62%2012 – 16.55%2013 – 15.22%
2011 – 0.47%2012 – 9.35%
2013 – 16.88%
2011 – 0.47%2012 – 9.35%
2013 – 16.88%
Digital strategy development
2011 – 84.91%2012 – 74.10%2013 – 67.90%
2011 – 84.91%2012 – 74.10%2013 – 67.90%
Mobile and Tablet device usage spikes by up to 53% over Event weekendsMobile and Tablet device usage spikes by up to 53% over Event weekends
Collaboration
Email & data review
Personalisation
Responsive Templates
Organic Growth Mechanics
Interest & History Targeting
Up to 64.5%Open Rates
WHERE WE ARE NOW
An integrated responsive website
237kWeb Visits
125kUniques
322kPageviews
£159kDevice Revenue
421kDevice Visits
£36.57Av. Order Value
Consumer & ecommerce focus
CollaborationCollaboration Engaging Content
Engaging Content
Responsive Solutions
Responsive Solutions
IntegrationIntegration Data GrowthData
Growth SocialSocial
Strategy framing
WHAT’S NEXT
Future developments
One of our biggest challenges is the worth of social within the business, how do you integrate
social into your overall digital and business strategies?
THANK YOU
@SilverstoneUK@sibbssingh
