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Matt Roberts

Country: United Kingdom

Position: Director of Research and Analytics

Organization: Formula 1

Driving commercial opportunities at F1 races with WiFi analytics and technology

Matt has 20 years in the market research and analytics sector across media and sport brands (including Sky, BT and ESPN). He joined F1 in March 2017 as the Global Research and Analytics Director. At F1 he has set up a number of new initiatives ranging from global fan behaviour studies to a CRM database, a global fan panel and an extensive spectator experience research programme. He also launched a new division to cover data analytics which enabled F1 to combine market research with scientific data analytics to help support decisions within the business. 2.5 years later, the team has won a number of major awards including ‘Best in house market research team’ at the MRS Awards

Speech Overview:

· Understanding the physical interaction and behaviours of attendees at a Grand Prix

· Measuring the impact of F1 fan activations and merchandise at a Grand Prix

· Using sensors to improve fan experience at F1 races