Media, Entertainment & Sport case study

Engineering AMF1
to act on intuition
On-track know-how is enhanced withcapabilities that enable the team to anticipate
and act instantaneously to power a Formula 1TMteam to its highest aspirations.
Aston Martin Aramco Cognizant Formula 1 (AMF1) combines
Aston Martin’s know-how in designing, engineering and building
a winning race car and Cognizant’s expertise in engineering
intuition with data and advanced technology to power its
Formula 1 team to victory.

The challenge
The year 2021 was full of change for Aston Martin, with therebrand from Racing Point to AMF1, the introduction of a newdriver, Sebastian Vettel, and breaking ground on a new factory.
The team also established plans to hire 200+ new people, all ofwhom would need to get up to speed very quickly.
Bringing more change, the new FIA cost cap requires the team’s
finance and operations groups to comply with new limits on theamount of money each team can spend in a season, demanding
new thinking about how to ideally invest to optimize performance.
More than just enhanced reporting, efficient financial
management can serve as a true strategic differentiator: theability to plan, budget and track the team spend could effectively
lead to team points and lesser penalties.
The FIA rule changes, which went into effect in 2022, required
AMF1 to start a full redesign for the new car early in the 2021
season.

At a glance
The AMF1 partnership between theAston Martin F1™ Team and Cognizant
presents a winning combination of
racing knowledge and technology
expertise. Through our partnership,
AMF1 aims to engage more fans,
implement the new FIA cost cap
measures and fulfill its vision ofa championship podium in 2023.
The first phase of the engagement
produced strong results:• Developed detailed reporting thatcomplies with the F1 cost cap
regulations mandated by the FIA• Significantly reduced the time it takes
to prepare the FIA report• Significant operational capability
and efficiency uplift, enabling therace team to focus more on design
and performance improvements• Normalized disparate data sets thatwere not centralized before the cost
cap reporting requirements went intoeffect• Increased depth of insight into
AMF1 direct fan relationships,
enabling highly tailored content andexperiences• Tailored digital communications todeliver significantly higher email open
rates and click-through rates than theteam and sports averageMeanwhile, COVID-19—and the reality that mostof the season was racing to empty racetracks—interrupted the highly valued connection withfans.
Another key challenge involved providing
brilliant content and experiences to the AMF1
fan membership program by enriching fan
profiles and allocating them to distinct segments
based on their individual characteristics. To
increase its ability to attract more fans, the teamneeded help bringing together disparate data
sources that could reveal insights to drive rapid
and relevant marketing engagement. Because
they operated as a small, lean organization,
they sought a partner that could come in andembed a significant amount of change quickly.
Cognizant was chosen to be that partner.

The approach
As digital transformation partner, we’re bringing
the technology expertise necessary to createa world-class, data-driven F1 team. With AMF1,
we will ultimately cut lap times, transform car
technology and improve performance andsafety.
Our team of on- and off-site software engineers
were fully embedded, working collaboratively
as one—from discovery to sprint delivery—toengineer technology, optimize experiences andspeed processes. This successful collaboration
has organically developed our partnership andthe delivery of our range of consulting services,
all aimed at enhancing the new, growing AMF1
organization.
Following are some of the transformation
services we provided:•B uilt a data and intelligence layer on top of thecurrent ERP system to gain better, more suitable
reporting in the format mandated by the FIA—and reduced the complexity and time it takes toproduce the report• Implemented infrastructure, cloud, data andapplication support to make sure that thetechnology in the organization works for all thenew hires•C oordinated with NetApp, SentinelOne andother providers to make sure the team uses
state of the art tools to process data and secure
their perimeter•P erformed audience segmentation to enable
content curation to specific groups, boosting
fan engagement capabilities•E nriched the audience database by betterusing sanitized internal/external data sourcesthat can be embedded, measured andoptimized for campaigns
2| Engineering
Case Study Title
AMF1Goesto actHereon intuitionin Title CaseIntelligent, direct-to-fan engagement
Contributing to AMF1’s success, we are helping
the team grow the number and depth of its fanrelationships. Through workshops with Aston Martinand select sponsors, we plan to create a precise data
function to ensure optimum audience profiling. Using
enriched data, AMF1 can intuitively target specificsegments to invite to its events, including individuals
at high-net-worth, in the C-suite level at major
companies, who own luxury cars or are classified as
F1 superfans.
In its first application, our segmentation program
was used to announce via email the AMR22, Aston
Martin’s new car for the upcoming F1 season. We
used tests and controls to ensure we had genuine
insight into whether the segmentation impacted
the results of the campaign. While results are still
pending, early impressions are incredibly positive
with click-through rates up significantly across theboard, and open rates of the emails up in almost allsegments.

An invested partner for transformation
In this initial year, we immersed ourselves in Aston
Martin’s way of working, which enables us to better
recommend services to advance its mission. We
are putting tools in place to track and generate asmuch data as possible off the car and power train toenable more insight-driven decisions about the car,the driver, fan engagement and all aspects of theracing environment.
We are rethinking key processes from basic business
operations to fan marketing—which enables amore intuitive operating model. Now, AMF1 cananticipate fan wants, needs and behaviors and act
instantly with targeted content. Business operations
are now fueled with insight and speed, optimizing
performance under the cost cap and streamlining
hiring processes at scale. We are also helping theteam to:• Integrate IoT for connected road cars with a unified
premium customer experience across the entire
connected car use-case spectrum• Evolve facilities into smart factories, leveraging 5Gand IoT to get the best performance and output• Drive towards zero-emission commitments throughclean and energy efficient technologies• Design omnichannel digital content andexperiences with innovative platform solutions
A collaborative operating model enables engineers
on both teams to work more closely on car projects
and initiatives. We took over the daily operations of
the business, including help desk, app support, appand cloud maintenance and monitoring—which wascritical as we implemented the cost cap financialproject.

“I’m hugely proud that

we can start this new
chapter with the support ofCognizant. In today’s world,
as the digital revolution
continues, I can’t think of amore suitable or valuable
partner to work with us as
we strive to make Aston
Martin one of the greatestteams in the sport.”
Lawrence Stroll, Team Chairman, AMF1

3| Engineering AMF1 to act on intuition

Business outcomes
We helped Aston Martin build forecasting
abilities through financial transparency andstreamlined operations—from inventory to
accounting to project management—all geared
to helping AMF1 realize its vision of reaching thechampionship podium in 2023.
The new process, dashboards and integrations
help management visualize financial data tosee, interpret and understand where they wantto continue investing to accelerate the pathto winning. Results of this first phase of theengagement include:•D eveloped detailed reporting that complies
with the F1 Cost Cap regulations mandated bythe FIA• Increased depth of insight into AMF1 direct fanrelationships, enabling highly tailored digitaland physical experiences• Tailored digital communications to deliversignificantly higher email open rates andclick-through rates than the team and sports
average
We’re looking forward to exciting futurecollaborations to help Aston Martin apply 5G, IoT
and data analytics to support critical decisionmaking. Planned projects include building
a digital twin of the F1 car and using AI andmachine learning—fueled by real-time andpast-performance data—to run simulations andmake in-race predictions instantly,
as if on intuition.

•S ignificantly reduced the time it takes toprepare the FIA report•S ignificant operational capability and efficiency
uplift, enabling the race team to focus more on
design and performance improvements•N ormalized disparate data sets that were
not centralized before the cost cap reporting
requirements went into effect

About intuition engineeredTM
Cognizant helps you immediately understand your work ahead byengineering your business to anticipate needs and act to meet themwith the speed and insight of human intuition. We use software thatlearns, massive processing power unlocked by the cloud, the value
inherent in huge amounts of data and design thinking applied toevery experience. To learn how we can help you forecast better,
analyze with an eye to the future and automate your business tothink more on its own, visit us at www.cognizant.com or follow us@Cognizant.
Business metrics and outcomes provided by AMF1.
Cognizant® and intuition engineered™ are trademarks of Cognizant
and its affiliates.
Other trademarks referenced herein are the property of theirrespective owners.

Cognizant (Nasdaq-100: CTSH) engineers modern businesses. We help our clients modernize technology, reimagine processes and transform experiences so they can stayahead in our fast-changing world. Together, we’re improving everyday life. See how at www.cognizant.com or @cognizant.

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