The Data Cloud Podcast The NASCAR Data Garage: Shaping the Future of Fan Engagement with Clay Owensby, Senior Director of Data & BI Technology at NASCAR
Oct 21, 2025
Clay Owensby, the Senior Director of Data & BI Technology at NASCAR, shares his insights on revolutionizing fan engagement through analytics. He discusses transforming races into immersive experiences and leveraging telemetry for safety. Clay emphasizes building a strong data foundation to tailor interactions and attract younger audiences using predictive analytics and AI. He also highlights the creation of the Data Garage for centralized data management and the balance between democratization and centralization in analytics for enhanced fan experiences.
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Races Are Full Immersive Experiences
- NASCAR transformed races into multi-day, family-friendly experiences beyond just ticketed seating.
- Clay Owensby says the experiential aspects — drivers, pits, kid zones, and massive tracks — define modern NASCAR.
Foundation Unlocks Data Possibilities
- Building a strong data foundation enables consolidation, transformation, and democratization of data.
- Owensby compares a firm data architecture to a house foundation that unlocks limitless analytics possibilities.
From Ticketing To Fan Data
- Clay Owensby joined NASCAR to work ticketing and evolved into leading fan-focused data efforts across behavior channels.
- He highlights following fans from ticket purchase to social engagement and merchandise to personalize outreach.