Sports Analytics Innovation Summit - Data Powered Storytelling
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Transcript of Sports Analytics Innovation Summit - Data Powered Storytelling
Equipment. Data. Storytelling.Sports Analytics Innovation Winning in the HyperDigital AgeSports Analytics Innovation SummitBoston, 13 September 2013
Nuno Santos - BrandEmotivity
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Time
SizePriceEnergy Consumption
Unit
Over the Last Few Years
Memory CapacityProcessing PowerSensors DiversityBatteries Efficiency
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Data
Data
Data
DataData
Data BRAND
Permanent Context(Social and Geographic)
Personal Advice and Personalised Communications
Innovative Products and Services
HyperDigital Ecosystems
Multiple “in-equipment” Sensors
Sensors
Thermometer Gyroscope
...
Accelerometer Galvanic SkinResponse
Hygrometer
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Connected Devices with sensors generating data
Sensor algorithms combined with Contextual data
Sensors
Data
Big Data gets even Bigger
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Analysis needs to consider Bio and Context
EquipmentSensors
Thermometer Gyroscope
...
Accelerometer Galvanic SkinResponse
Hydrometer
Bio Info
Height Health
...
Other Morphology Muscle
Weight
Context
Pitch Venue
...
Opponent Tactics
Public
Analysis
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Connected Devices with sensors generating data
Innovative Services and Solutions for the
different Stakeholders
Contextual data combined with Sensor algorithms
Sensors Value
Data
Building Value
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Stakeholders
TeamsClubs
More FansProfit
BroadcastersMedia
More Audiences Profit
Ruling Bodies
Fair CompetitionMore Athletes
Equipment /Services
Sell EquipmentProfit
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Stakeholders
TeamsClubs
More FansProfit
BroadcastersMedia
More Audiences Profit
Ruling Bodies
Fair CompetitionMore Athletes
Equipment Manufacturers
Sell EquipmentProfit
Athletes
AccomplishmentRecognition
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Data and Performance Innovation Lifecycle
Professionals Pro-Ams Amateurs Occasional
Data for Performance Improvement Data for CRM and Commerce Data for Operational Efficiency
Use the sensors for better
understanding of product use conditions and
result.
Data can be used to improve
sequent versions.
Data is used to rightfully balance
production optimisation, functionality
and new premium or
“personalised” versions.
Systems integration and
big-data are key at the stage
of service of the “majority”
of athletes.
Operational efficiency or
exploration of niche markets
can be powered by sensors
data, uncovering
opportunities for niche
products or for portfolio
optimisation
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Stakeholders
TeamsClubs
More FansProfit
BroadcastersMedia
More Audiences Profit
Ruling Bodies
Fair CompetitionMore Athletes
Equipment Manufacturers
Sell EquipmentProfit
Athletes
AccomplishmentRecognition
Fans
StoriesIdols
Pro Amateurs
Professionals
Amateurs
Fans
Connected Performance
Connected Experiences
Technical Emotional
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Transforming data into Insights
A universal truth that reveals an unresolved tension
An insight is different from observable behaviour. It should explain the tension that provokes the behaviour, rather than just describing it.
Asking the player is inefficient as they frequently alter their thinking frame according to circumstances. Data is key to observe behaviours that can be mined to uncover the tensions that lead to that behaviour.
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Player
Influencing Player Performance under friendly / hostile environment
Process
Feeling Thinking Doing
Motivations Framing Behaviour
Ambition to be famous
“Beat that guy”
I want to prove them wrong.
Fear of failing
I need to risk on some one-to-ones
I’ll let others risk, I’ll just do my job
Attack the defender
Being conservative and playing defensively -
“doing my job”
Pro Amateurs
Professionals
Amateurs
Fans
Connected Performance
Connected Experiences
Technical Emotional
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Congratulations, On your last ride, you covered a distance of 99 km. Your average speed was 35 km/h and average climb was 5.3%,your heart rate was... bla bla...
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StorytellingStorytelling brings
meaning to Technology
Connected Devices with sensors generating data
Innovative Services and Solutions for the
different Stakeholders
Contextual data combined with algorithms
Sensors Services
Data
Data powered performance and experiences
Bio Info
Sports Innovation
Sensors Analysis Decision Action Stories
Stories
Stories
Magic
Context
Innovative Technology Data Analytics Creative StorytellingAdditional Value