It also adds that Neeb is leaning on his CIO chops to ensure that International Speedway is able to blend market-facing social-media data with transactional data such as sales of customer tickets.

FORBES: Can CIO Turbocharge NASCAR Revenue?

The Journal article notes that Neeb assumed responsibility for marketing in 2009, and exemplifies the ways in which tech leaders are getting more deeply involved in marketing strategy because modern solutions have become so intensely technical and will certainly become even more so.

FORBES: Can CIO Turbocharge NASCAR Revenue?