Analytics in Sports

Analytics had always been an integral part of every sport. The introduction of technological revolution, mass media and global communication has seen professionalism becoming prevalent in sports and greater accessibility of sports of all kinds to large audience. This shift to digital technology creates vast domains of data which sports organizations could use intelligently to enhance decision making.

Innovation in sports and advance in technology has seen explosive growth of data across vast domains:

  • Player analytics
  • Operational analytics
  • Spectator Insight, Engagement and analytics
  • Digital media analytics
  • Sports book analytics

Data analytics and data visualization is paramount in helping management and team coaches understand and utilize data to help accelerate performance. To achieve continuous success and strike competitive advantage in the present day professional sport, the coaches and athletes must understand what decisions contribute to success/failure. Data driven decision making structure will help the coaches to design evidence based trainings and guide strategy for future competitions. Meaningful patterns can be identified from huge chunks of data being generated to build strategies aimed at improving the player performance and be better prepared for what opponents are likely to do.
With the ease of watching sports on high definition, it is critical for business to understand what drives their ticket sales, merchandising and marketing. Understanding the experiences and engagement patterns of fans and spectators is the key for sports businesses to strategize spend across various marketing segments, sponsorship campaigns and promotions. Data analytics is the key to designing

  • Optimal marketing strategies to derive concentrated paybacks of their campaigns
  • Predicting the success rates of sponsorship promotion
  • Boost revenue from season-ticket sales and
  • Derive real time insights from the structured and unstructured data the fans generate could be used effectively to design better experiences for the fans whether they are cheering from home, stadium or anywhere else

Fans are the lifeblood of professional sports. There are more avenues than ever before for the fans to express their sentiment about the sport. Active engagement with fans on league and team sites, social media and public forums can be achieved by designing, creating and testing tailor made communications based on sports analytics that keeps the fans talking about the brand and exploring the digital content. Sports analytics is a key component to

  • Measure fan sentiment and respond quickly
  • Manage the consumption of digital content
  • Expanding brand awareness and merchandising revenue
  • Maximize ROI of media spending

Advanced analytics can be used to detect and prevent player injury, fraud/cheating, illegal betting etc. The use of data analytics is the key to effective maintenance of a sports book. The last decade has seen many sports organizations reaping benefits of their investments in analytical programs to gain significant competitive advantage over their competitors. After the successful attempt by Oakland Athletics baseball team to assemble a competitive team with the help of analytics, the sporting industry has seen the applications of the analytics evolving rapidly and providing much better business value than ever before.

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