Formula 1 - Ad data warehouse

Stackdrop partnered with Formula 1 to architect and implement an end-to-end data infrastructure that consolidates the sport’s sprawling digital footprint into a single source of truth. Hundreds of Google Analytics properties, spanning F1.com, mobile apps, ticketing sites, partner microsites, and event-day Wi-Fi portals, now feed a set of fault-tolerant ETL pipelines that deliver live, query-ready data to an Amazon Redshift warehouse.

A custom Retool dashboard gives business, marketing, and broadcast teams instant visibility into every step of the flow, turning raw telemetry into actionable insights within minutes.

High-throughput ETL pipelines that extract, transform, and load millions of events per hour from > 100 GA4 properties, with automatic schema evolution and late-arriving-data handling.

Real-time observability via a Retool control-tower dashboard, health checks, latency charts, exception logs, and data-quality scorecards all in one place.

Role-based data marts in Redshift that map directly to stakeholder needs (e.g., Digital Products, Commercial Partnerships, Fan Engagement), enabling self-serve reporting in Looker and Tableau.

Resilience & scale-out design leveraging Kinesis streams, AWS Lambda, and Redshift clusters to cope with race-weekend traffic spikes without service degradation.

Robust governance with automated PII masking, region-aware retention rules, and audit trails aligned to GDPR and FIA regulations.

Collaborative discovery workshops with forty-plus Formula 1 product, marketing, and engineering staff, ensuring the platform’s features matched on-the-ground realities and future roadmap goals.

The resulting system empowers Formula 1 to track fan behavior across every touchpoint, surface insights in real time, and iterate faster on data-driven initiatives, from personalized content to sponsor ROI analytics. Designed for continuous iteration, the platform can absorb new data sources and business questions as the sport and its global audience keep accelerating.