It is not about the amount of data; it is all about how you as a club implement the use of data in your overall strategy. And those who do it best are already part of the global elite, while many clubs lack the understanding of how to use data.
Kenneth Cortsen, a sport business researcher and business development strategist at University College of Northern Denmark and Aarhus School of Business, Aarhus University, has just published a research paper where he and his co-author found that “technology and data improve the commercial outcomes for teams, not only by raising the sporting performance of the athletes (and thus winning more often), but also by allowing the data to be commercialised.”
Nine data types
They did, however, also find that as the possibilities grow, so does the challenge to use data to succeed as, “the sheer amount of data that is becoming available to sporting enterprises is difficult to harness and use effectively both for technical reasons, but also due to a lack of financial and human resources. Yet, the fear of missing out (FOMO) is causing some organisations to prematurely (that’s not good strategic execution) engage the data anyway.”
Football, data, big data, data application