- Norris Scott
- Vice President, Analytics and Insights/NASCAR
Norris Scott is vice president of analytics and insights for the National Association for Stock Car Auto Racing (NASCAR). As a valued resource for the NASCAR industry, Mr. Scott’s team leads the measurement and analytics of data across broad and varied verticals, including social and digital media, broadcast, traditional consumer and category research, fan engagement and sponsorship valuation. In 2017, his team was the recipient of the ANA Genius Award for its outstanding achievement in championing broad organizational adoption of analytics and accountability. The cross-platform data analysis helps the entire NASCAR ecosystem glean more meaningful insights related to fan consumption patterns, social and digital engagement, sponsorship ROI and data best practices. NASCAR uses data to drive, measure and prove ROI for teams, tracks, official partners and media partners. While Mr. Scott’s team manages over 20 data partnerships, NASCAR has also built two proprietary data tools: the NASCAR Fan Council, consisting of 25,000 fans, provides fan insights and product research; and the NASCAR Fan and Media Engagement Center, which has millions of data points on fan sentiment and engagement, as well as one of the sports industry’s first sentiment analysis tools. Norris holds a Bachelor of Science in corporate communications from Ithaca College.