Dimension Data helps A.S.O. to increase in second screen audience of Tour de France
Amaury Sport, along with Dimension Data, has engaged a new generation of young fans, aged between 18 and 35, thus making up 73% of the Tour de France’s 6.5 million-strong social media audience. As the official technology partner of the Tour de France, Dimension Data has consistently innovated to transform the viewing experience of the world’s biggest cycling event through the use of technology and innovative videos and data storytelling, and this year will be no different.
Through this innovative partnership, A.S.O. has already seen impressive results across all its digital platforms. Visits to the website have increased by 15% year-on-year, and Tour de France online video views have risen from 6 million in 2014 to 71 million in 2017. This reflects the growing trend of younger audiences favouring digital content over traditional broadcast, providing a more immersive experience of the iconic race.
In order to produce the all-important race insights, Dimension Data analyses over 150 million data points per stage of the Tour de France and uses analytics to provide fans with daily real-time data visualizations on official social channels. This year, for the first time, the television broadcast will also air these social data snippets. Dimension Data first introduced machine learning to predict likely outcomes of the race in 2017. This year, the company will also apply the power of predictive analytics in protecting the data against cybersecurity attacks.
Dimension Data has also harnessed the collective creativity of its 28,000 global employees through an innersourcing programme. The aim is to drive the next generation of ideas to fuel the innovation roadmap for the fan experience. This has inspired creative visions of innovation, from augmented reality 3D mappings and enhanced algorims to predict outcomes of the race with even greater accuracy.
Julien Goupil, Media Director, A.S.O., says, “Since becoming the official technology partner of the Tour de France in 2015, Dimension Data has had a major influence on the increased digitization of race data. The event is a source of great national pride in France that needs to be protected and nurtured for the enjoyment of future generations. It is extremely encouraging to see the increasing number of younger fans we are engaging across our digital channels.”
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