NetApp | Ducati CIO Shares How Data Enables the Best Customer Experience in Moto Sports

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Ducati CIO Shares How Data Enables the Best Customer Experience in Moto Sports

Get inspired by what data can do to transform moto sports

Jul 26, 2018


A Data Visionary enables business to:

  • Maximize the customer experience
  • Speed the product-to-buyer process
  • Deliver optimal performance

Piergiorgio Grossi, Ducati CIO and Digital Transformation Officer, knows what it means to be a Data Visionary. Piergiorgio and his team use data to deliver the best road experience for bikers–the people Piergiorgio calls Ducati family. For Piergiorgio, nothing is more important than a happy customer who loves their Ducati bike.

Ducati is a moto sport company that prides themselves on delivering authentic Italian performance. As noted in their story on, the world's most attractive motorcycles are the result of a deep commitment to racing competitions; the bikes are the purest expression of refined skill, unmistakable design, and above all, a great passion for bikes.

Ducati is known for creating experiences like none other. The Ducati teams participate in 19 races in 15 countries. Their performance and racing experience are largely dependent on the data that’s delivered in realtime to the IT team. The technical team excitedly processes the data to optimize performance from the control room–the key being for Piergiorgio's team to quickly analyze the data to determine speed, power, lean angle, and engine health. On average, more than 130 cameras are distributed around the racing circuit and on bikes. In particular, slow-motion images help racing teams improve bike behavior and aerodynamics on the track. Armed with the data, teams like Ducati can dramatically improve their bikes aerodynamically, electronically, and mechanically.

"Data is at the heart of Ducati racing," Grossi says. Data enables his team to improve not only the bike experience, but the bike itself so that it's ready to take off the course and sell to eager buyers. With one of the best bikes on the track, Ducati is laying the groundwork for a greater competitive edge driven by data.

Ducati chose NetApp as the only partner that could enable them to transform the world of racing with data. Ducati uses technology to reinvent their customers' experience through an innovative data approach.

Learn more about the data solutions Ducati used to maximize your customer

Piergiorgio is the Chief Information & Digital Transformation Officer at Ducati, the iconic Italian bike brand. He spent over 10 years in Formula 1 at Ferrari, where he won eight Constructor Championships.



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