Harnham
SEARCH
Shortlist

The Long Game - Sports Analytics and Social Media Insights

Riley Hsia our consultant managing the role
Author: Riley Hsia
Posting date: 6/28/2018 2:41 PM

The Eagles just took down a Super Bowl dynasty, the New England Patriots. They did it with a quarterback only three games in before the Bowl. In 2002, the Oakland A's in a bid for the Championship won 20 consecutive games with, as quoted in the movie Moneyball, "an island of misfit toys." Football, baseball, basketball, whatever the sport, New York is the home for league headquarters. The New York Metro area is one of only two cities in the country to boast eleven sports teams in the five most important professional leagues. Here, numbers, stats, and algorithms are just as important as plays, training, and wins. Okay, so wins are important. But, how do you get there? How do you know your play will hit a home run or make a touch down? It's in the numbers, the data. Even fan engagement can offer insights across social media channels - every channel, fuel to the win, plus of course great players, well-trained, who go for the win.

Sports Get Social (Media)

Sports have always been social; a place for friends and family to gather and cheer on their favorite team. In the age of digital, sports teams and their players join the social media landscape to better engage with fans and businesses are paying attention. 

Social media value in sports translates to the transfer of power of popular players and teams to products. Something like the athlete on a cereal box, but on a much wider scale. For customized up-to-the minute dashboard analysis, companies spend anywhere from $50,000 to $100,000 to determine their social media measurements. Comparing their mentions, fan reach, engagement and so on to see how they measure up against other teams and players within a specific location or sport.

As social media continues to preoccupy marketing and advertising executives in sports, decision-makers are digging deeper. They want to know what's working, what isn't, what to focus on, who's being reached, and how effective their efforts are. Data is weighted depending on the sport, but across the board social media is quickly becoming one of the most important ways to speak to sports fans. 

Sports Marketing Insights

 Though TV, radio, and in the seats are still valuable and viable, the sheer magnitude of social media fandom is on the rise. Wherever you are, you can check your favorite teams scores, find player stats, and compare notes with others around the world. The key selling point for marketers? Instant feedback. 

Marketers now have instant access to what's working and what isn't when it comes to social media. They'll know immediately whether a brand campaign is successful or not and can gauge its effectiveness via comments and critiques. Insights via these channels allow businesses to see at once what might take them hours or days to compile via polls, surveys, or focus groups. Fan engagement insights are invaluable to not only launch follow-up campaigns, but to ultimately have user-generated content to spur engagement.

In play, a team's success is measured on the scoreboard, but in social media channels, teams, players, and brand successes are measured with fan engagement. Though not everything can be controlled, we would be remiss in not mentioning analysis of pain points and injury reduction through machine analysis. 

Pain Points 

While ultimately, coaches decide who is at risk for injury and must make the determination to keep them on or take them off the field, they must first understand the computer-generated analysis. As seasons progress, fluctuations in a player's fitness and appetite for risk determine the probability of injuries.

This type of analysis requires a level of computation only machines can process. But, if coaches don't understand what they're reading, they can't make informed decisions. They need to know such variables as how the predictions and analysis were calculated as well as the exact effects of analytics on performance. They need to trust the numbers generated by the machine, then combine that with their domain knowledge and experience to make their decisions. 

Predictive injury analysis, fan engagement, brand awareness, and sports business executives can all benefit from insights gained through analytics. Marketing insights help to propel successful campaigns into the limelight and this knowledge helps to feed everyone's bottom line. 

Join the Club

Multiple revenue streams such as match day, broadcasting, commercial, and now digital are driving sports teams' executives and clubs to a healthy bottom line. Fan data segmented by any number of factors include age, location, and gender while store sales and season ticket holders can be monitored to understand where and when sales are being made. Clubs use this information in their marketing campaigns to decide the best place for their stores based on demographics and fan behavior. By analyzing these results they can even boost ticket sales based on past results to balance profit margins through predictive analytics.

The potential for analytics in sports has been utilized prodigiously in every sport from baseball to football to basketball and everything in between, yet its benefits are still up for debate. Data-driven insights offer a glimpse into the inner workings of teams as one unit, can help prevent injuries, as well as help individual players improve their game. When the dynamics come together the return on investment can be huge. Though the data must be translated for humans to understand, most sports clubs recognize data can create insights humans can't replicate.

Analytics may offer immediate insight once played, but investment in analytics is a long game. Affecting everything from player recruitment to injury prevention to business decisions, for some the debate of its benefits remain. Yet, as the jocks claim the money and fame, the back-office nerds are developing algorithms to help businesses determine everything from player picks to ticket prices.

Want to join our club? We specialize in digital and analytics recruitment and currently have an opening in our roster for a Lead Marketing Scientist with a data-rich sports media firm in New York. For a list of all our current vacancies, check us out here.



For the East Coast team please call 212-796-6070, or email newyorkinfo@harnham.com.

For the West Coast team call 415-614-4999 or email sanfraninfo@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 our recent posts below.

How To Lead A Remote Team

GitHub. How-To Geek. Toptal. Zapier. These are just a few of the businesses which have been 100% remote since their inception. On the front lines of the remote working lifestyle, they understand the benefits and the challenges businesses new to remote teams are facing. In recent years, some businesses tried offering remote working, then pulled workers back in house. Some offer part-time work-from-home opportunities, but still required a few days in the office. In today’s climate, businesses have been forced to develop remote working strategies and everyone is learning how to manage this new way of doing business. There are a variety of apps and software to help businesses work as close to the old ways as possible. So, as remote workers learn how to balance their personal and professional lives while at home, leaders also must learn how to manage remotely. Below are a few immediate benefits of remote teams for business. Three Immediate Benefits of Remote Working Less overheadsLess office politicsIncreased productivity However, there’s more to leading remote workers than the above. As teams tighten, it’s important to ensure everyone is on the same page. Most of what’s been done within the office walls can also be done virtually. Planning a staff meeting? Zoom. WebEx. GoToMeeting. Google Hangouts. Microsoft Teams. These are all video conferencing call software applications you can use to not only conduct your weekly staff meetings, but client meetings as well. Record the meetings so you can refer to comments or questions, you may have missed or to refresh your memory of planned next steps. Managing projects? Think Trello. Asana. Monday. Basecamp. Slack. Assign teams. Have a space just for brainstorming or just for fun. Emulate the office environment of those quick hallway meetings and watercooler chats. Need to access documents from anywhere? Google Drive. Dropbox. Box. These are just a few of the applications which allow anyone with a link to jump in and add their two cents, comment or correct. Does your team have all the necessary equipment? Computers, phones, access codes, passwords? How can you help them best do their jobs? These are just a few things to think about when planning for and leading remote teams.  Leading Remote Teams One of the issues remote workers once faced was “out of sight, out of mind” leadership. In an office, it can be easy for a manager to walk past someone and communicate on the fly or for remote workers to feel left out in company events, strategy sessions, or general camaraderie with others in the office. Companies who have always been or are moving to fully virtual teams have now levelled the playing field. However, this change marks just how important communication is for your team. Often, the best managers will check-in regularly. These managers are good listeners who offer feedback, check on progress, and determine if there’s too much workload or if an employee is ready to take on another project. Managers who communicate without micromanaging engage in trust and accountability of their employees. Having this kind of ownership of habits and behaviors can improve productivity and the trust goes both ways. Reach out to everyone on your team regularly. To ensure you’re including everyone when you assign tasks or projects, it’s a good idea to have a list of employees with their photos. Set Clear Boundaries and Guidelines It’s even more important when working from home to set clear hours for working and avoid burnout. Add to this the best methods of communication to use such as a project management app like Slack, a quick text or Skype call, or an email. Don’t forget to make allowances for how things like childcare may be handled as many are not only working from home, but may also be homeschooling, too. Ensuring everyone is clear on when they can turn to colleagues versus when they should reach out to their leaders helps put everyone on the same page.  Keep Everyone Connected Remote working is a lifestyle. But not everyone may be ready for it or have the personality for it. One benefit of the brick-and-mortar office is camaraderie and connection, even if it’s just a smile and wave in the hallway. Even the most resolute remote workers feel lonely and disconnected at times. Staying on task can feel paramount to success, but to meet the new challenges of a virtual team go a little deeper. Not only is it important to make time for personal interaction, but businesses can organize virtual check-ins and fun events. Think Trivia time, funny videos or GIFs, even virtual pizza parties.  It’s important in this time of social distancing and remote working lifestyle to stay connected and engaged with your workforce. It could even make your business stronger and more in sync than ever before. Not only can it be of benefit to your business, but can also offer and open up opportunities for more future employees. Without a location base, you open yourself up for the right person for the job, no matter where they are.In the wake of work-from-home policies, remote working, and the shifting landscape of working outside the office, technology careers are prime opportunities to both gain increased knowledge in your chosen field or begin your career path.  If you’re interested in Big Data & Analytics or other Data professional opportunities, check out our current vacancies or get in touch one of our expert consultants to learn more.   For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.   For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  

Sam Jones

02. April 2020

Drawing the Line Between Work and Family When Working Remotely

So, you’ve been told to work from home. Finally, more time with the family… Wait, more time with the family? How will you get your work done while also homeschooling your children? Maybe you’re married and your spouse is home, too. The routine of work has been disrupted, and though many businesses were already turning to remote work, this is something else.  So, how do you morph from leaving the house to go to the office to simply walking into your kitchen or home office to begin your day? In other words, how do you draw the line between work and family when you’re working from home? We know it can be difficult and unsettling in this troubled time, so we have a few tips to get you started. Getting Started in Your Remote Working Lifestyle DEFINE YOUR WORK SPACE What room can you designate in your house to be your “office.” It’s best to have someplace with a door, but this isn’t always possible. Is it the kitchen table? Ok, but this will mean you need to set strict ground rules about the hours you’re “on.” Make sure everyone understands when you’re “at work.” Whether it’s your kitchen table, a quiet room, or the end of your sofa with your laptop, these are your remote working tools. In some cases, it may even be a good idea to invest in noise-canceling headphones to help you stay focused. HAVE SET HOURS Define what hours you’re working and stick to them. Begin and end your day at the same time. Don’t forget to schedule breaks – coffee break, lunch, a stretch of the legs – around the same time each day as well. Work with your team to set hours for when you’ll be online working and respond to off-hour messages within your working hours. Without designated hours, it can feel like you’re constantly available and always “on” blurring the lines between work and family. Get some fresh air when you can. Step outside for a walk or a coffee, whatever brings you outside can help recharge and energize you for the work ahead. ENSURE YOU HAVE THE RIGHT TOOLS Remote working apps, videoconferencing tools, and cloud-based filing systems help ensure the job gets done. Make sure you keep your passwords in a safe place and be extra cautious when logging in from a new location. Is your computer up-to-date? Does it have all the security measures and capacity in place for the additional online tools and apps you may need to add? Making sure you address these things can help to solidify your workspace and ensure you’re able to meet with your team online and get the job done. FOLLOW THE 20-20-20 RULE The American Academy of Ophthalmology recommends the 20-20-20 rule: every 20 minutes look away from your screen and focus your eyes on something 20 feet away for 20 seconds. TAKE A BREAK FROM TALKING ABOUT WORK If you’re not used to working-from-home, loneliness can quickly set in. Remember those quick hallway chats or discussions over lunch or coffee? Take that impulse and use it when talking with your team. Have a virtual coffee break. Take a break from work and talk about hobbies, something funny that happened to you, or even just how you’re feeling away from everyone. You won’t be alone in these feelings with everyone in the same work-from-home boat. These tips can help you put your best foot forward for your remote working lifestyle. But don’t forget, you can use these same rules for family time, too. In the wake of work-from-home policies, remote working, and the shifting landscape of working outside the office, technology careers are prime opportunities to both gain increased knowledge in your chosen field or begin your career path.  If you’re interested in remote Big Data & Analytics opportunities, we may have a role for you. Take a look at our current vacancies or contact one of our expert consultants to find out more.   For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.   For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

Kristianna Chung

26. March 2020
View all blogs