Disruptive Dynasties: From Wimbledon to the World Cup

Talitha Boitel-Gill our consultant managing the role
Posting date: 8/1/2018 1:22 PM
A Royal Wedding. World Cup 2018. Wimbledon. The last few months have seen a whirlwind of activity in the UK. A few years ago, who would have predicted a royal wedding to an American actress? Or the upset at Wimbledon in both the women’s and the men’s finals? And, of course, who could forget England’s unprecedented run or France’s leap to World Cup victory with their 4-2 win over Croatia. With such significant shocks at both the World Cup and Wimbledon signal, we have to ask ourselves; is this a turning of the tide? 

Federer is still reaching for his 21st Grand Slam title. Serena Williams reached the Wimbledon finals a few months after having a baby and having suffered a pulled pectoral muscle. Both dynasties on the grass faced opponents breathing fire, hungry for the win. But whilst The Championships led to some unexpected results, it's the World Cup 2018 that really shook the boat.

What Data and Predictive Analytics Taught Us

We’ve all done it. Making predictions based on historical data, the always was, and the dynasties of a well-oiled machine, is our best way of guessing how our favourite competitions will work out. We think ‘if Team A has played this way, that way, or won year-on-year’ then surely, it will be that way again. But sometimes, as Steve Lohr points out:

“Listening to the data is important … but so is experience and intuition.  After all, what is intuition at its best but large amounts of data of all kinds filtered through a human brain rather than a math model?” 

Perhaps one of the reasons for this year’s lack of predictability has been that the best performances have come from unexpected sources. Ronaldo, Messi and Neymar Jr. all under performed in Russia, leaving room for Croatia’s golden generation to shine and France’s youthful side to make their mark. 

This explanation is supported by FiveThirtyEight’s World Cup Doppelganger tool, which offers a look at the statistical footprint of every player since 1966. From this, we can see that the breakout performances of 2018 were from teams that, with the exception of France, you may not have expected at the beginning of the tournament; Belgium, England, Mexico, and Switzerland:

  • Kylian Mbappé, France, 19
  • Romelu Lukaku, Belgium, 25 
  • Kieran Trippier, England, 27
  • Hirving Lozano, Mexico, 22
  • Xherdan Shaqiri, Switzerland, 26

Kylian Mbappe, at 19, is the youngest and the first teenager to score in a World Cup since Pele in 1958. With further breakout performances from players such as Russia’s Aleksandr Golovin makes it clear there’s room to grow, giving new life to recruitment trends. Even in football, diversity is key.

The Best is Yet to Come


Like this year’s Wimbledon upsets, the 2018 World Cup suggests that there are new dynasties in the making. Though France has just claimed their second ever World Cup trophy, this is only the beginning for their current squad. According to TransferMarkt.com, of France’s top 13 players, only two are older than 25 and, at 19, star player Kylian Mbappe is the first teenager to score at a World Cup since Pele in 1958. The future is looking bright for Les Bleus.

Looking Beyond the Obvious


Whilst we often use predictive analytics in sports, sometimes we need someone who can see beyond the obvious trends and analyse what unexpected events may occur. If you’re interested in analytics and ready to take the world by storm, we may have a role for you.
We specialise in Junior and Senior roles. To lean more, check out our current vacancies, call our UK team on +44 20 8408 6070, or email us at ukinfo@harnham.com

Related blog & news

With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.

Visit our Blogs & News portal or check out the related posts below.

Product Management: Quels Sont Les Outils À Utiliser Au Quotidien?

Lorsque nous parlons d'outils en Product Management, nous faisons généralement référence aux quelques outils standard que la plupart des chefs de produit utilisent quotidiennement. Ces outils de gestion de produits incluent généralement des logiciels d'analyse, des outils de tracking et des logiciels pour la roadmap produit. En plus de recueillir des informations sur les produits, de suivre le backlog et d'examiner la roadmap, il existe de nombreux autres outils. En tant que recruteur à Harnham spécialisé en Product Management, voici une liste d'outils pour vous aider à exceller dans votre rôle. Outils de gestion de projet  Les logiciels de gestion de projet d'aujourd'hui sont beaucoup plus robustes et offrent un moyen simplifié de suivre et de documenter en détail. À l'aide d'une application Web telle que Trello, par exemple, vous pouvez suivre et partager divers éléments avec les membres de l'équipe concernés en regroupant ces éléments dans des tableaux faciles à visualiser. D'autres outils de gestion de projet populaires incluent Microsoft Project, que les équipes organisent généralement au format de diagramme de Gantt, et Jira, qui est souvent configuré comme un outil de suivi des problèmes moins visuel. Outils de communication et messagerie  Lorsque le développement de votre produit, vous aurez besoin d'un moyen de communication simple et immédiat, que vous pourrez enregistrer et suivre dans le temps. Il existe de nombreux outils simples basés sur le cloud qui permettent ce type de communication d'équipe simple et centralisée. Slack et Atlassian's Confluence sont quelques-uns qui me viennent à l'esprit. Outils d'enquête client / Sondage Les outils de sondage Web comme SurveyMonkey ou Typeform, sont très utilisés. Ils ont l’avantage d’avoir des types de questions préformatées, de proposer des questions à choix multiples, des listes déroulantes ou simplement des champs de commentaires ouverts. La création d’un sondage est réalisée en quelques minutes. Vous pouvez ensuite envoyer le sondage à vos clients et suivre et analyser facilement les résultats. Petite astuce: Utilisez vos sondages avec parcimonie, afin de ne pas perturber votre base d'utilisateurs. Outils de suivi et d'analyse des utilisateurs Ces outils peuvent être des sources inestimables d'informations et de renseignements sur la façon dont les utilisateurs de votre logiciel ou les visiteurs de votre site Web interagissent réellement avec votre produit et votre contenu. Les outils intéressants à utiliser sont Pendo ou Amplitude par exemple.  En conclusion, le Product Manager dispose de nombreux outils à sa disposition pour gérer au mieux les différentes attentes à son sujet. Pour plus d’informations à ce sujet ou pour toute aide dans votre recherche de profils en Product Management, n’hésitez pas à me contacter ou visiter le site Harnham. 

Why Should You Care About Data-Driven Marketing?

Marketing has been undergoing a fundamental change for some time. Elite marketers have been rethinking and reiterating their strategies, using increasingly sophisticated data.  and this trend has been further accelerated by the pandemic. Consumer behaviour has changed significantly since the pandemic began. Between March and August 2020, 70 per cent of consumers tried new digital shopping channels. Such significant changes have rendered many existing data models invalid. Data-driven marketing offers new insights into consumer behaviour and can render huge impacts in refining and enhancing marketing strategies.  So, why should you care about data-driven marketing?  Offers better clarity about the target audience  67 per cent of lead marketers agree data-based decisions beat gut instinct. Data-driven marketing allows marketers to quickly filter through data and determine the most relevant and accurate action to take. With the right data, marketers can assess customer data to predict behaviours, identify buying patterns and spot emerging trends.  Data-driven marketing can also reveal new channels and open up new avenues which organisations can use to engage with audiences and increase revenue.  Increases revenue  The last 18 months have been tough for businesses, yet through the use of data insight, marketing teams have been able to get ahead of emerging trends. Data-driven campaigns have pushed significant customer acquisition. Better insight into consumers and the channels they use enables organisations to improve their marketing strategy. Indeed, companies that deploy data-driven marketing are six times more likely to remain profitable year-over-year, and 78 per cent of organisations agree that data-driven marketing increases customer acquisition. Personalisation In the modern world, advertising is everywhere, and it is endless; consumers see it on their phone, their TV and even on their way to work. Without target advertising campaigns, organisations risk aggravating consumers. 74 per cent of customers already feel frustrated by seeing irrelevant content from brands. To stand out, marketing channels have become more complex. Marketers need to remain creative to capture consumers attention and data driven marketing can help achieve this. Data-driven marketing allows businesses to target specific demographics and user groups at an individual level. By targeting specific user groups at an individual level, marketers are able to use personalised marketing campaigns to build stronger and more meaningful connections with potential customers. With individual customer information, brands can segment a target market and ensure personalised messages are falling into the right place. Data-driven marketing is also able to identify potential customer triggers and create a holistic view of the target audience. This style of personalised marketing campaign makes for a more positive customer experience, and therefore represents excellent return on investment. Data has the potential to become an incredibly valuable resource in marketing. Data soothes the pain points which many marketers face on a day-to-day basis, and help teams to refine, enhance and improve strategy. In a post-pandemic world, data-driven marketing will undoubtedly be essential. To stay competitive, internal marketing and insight teams need to start taking notice of data-driven marketing.  Here at Harnham, we understand the importance of data-driven marketing to determined campaigns and guide decisions. So, if you’re looking for your next opportunity or to build your Marketing & Insights team, we can help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.  

RELATED Jobs

recently viewed jobs