Value of Big Data Analytics

The first companies to experiment with Big Data are household names within the e-com world. Initially small scale projects were developed by the likes of Google, LinkedIn and E-Bay to improve analytic models on a trial basis. They used these trials to identify how and if they could make improvements based on introducing new data sources. Since the beginning, there has been backlash questioning ethics, but over the last decade this type of data collecting has become increasingly popular and gained mainstream acceptance among all sorts of companies and organisations worldwide. 

Data collection, whether it be during a sporting event at a venue, at a train station, a local Wifi spot, coffee shop, convention, airport, museum… ( the list can truly go on) there are markets that can benefit from this data. Anywhere a consumer is using a Wifi system, there is an underlying opportunity. Because of the massive growth within this industry we have followed the success of Big Data companies such as Hadoop.  This is an extension of Apache Software, it was launched only 4 years ago but is a clear front runner within the Big Data world.  Hadoop splits files into large blocks and distributes them across nodes in a cluster. To process data, Hadoop transfers package code for nodes to process in parallel based on the data that needs to be processed. Packages are then processed efficiently and the appropriate data distributed to their customers. Cost reduction is a large benefit across the board for companies that choose to align with this type of large software and data distribution. Some examples of popular companies who have partnered with the Hadoop are Wells Fargo and Citi Bank, to name a few.

Another benefit these companies have seen through Hadoop, is that decision making has become more accurate and efficient. Tom Davenport the llA Director of Research, Harvard professor and Senior Adviser to Deloitte Analytics has conducted many studies in the field. Case study below.
“Caesars, a leading gaming company that has long embraced analytics, is now embracing big data analytics for faster decisions. The company has data about its customers from its Total Rewards loyalty program, web click-streams, and real-time play in slot machines. It has traditionally used all those data sources to understand customers, but it has been difficult to integrate and act on them in real time, while the customer is still playing at a slot machine or in the resort.
Caesars has found that if a new customer to its loyalty program has a run of bad luck at the slots, it’s likely that customer will never come back. But if it can present, say, a free meal coupon to that customer while he’s still at the slot machine, he is much more likely to return to the casino later. The key, however, is to do the necessary analysis in real time and present the offer before the customer turns away in disgust with his luck and the machines at which he’s been playing.
In pursuit of this objective, Caesars has acquired Hadoop clusters and commercial analytics software. It has also added some data scientists to its analytics group.” – Tom Davenport Study
This type of data use and results can vary according to the type of organisation, business model and general needs of the company collecting the data.

Another proven benefit of Big Data collecting is that it helps organisations come up with new products and services for consumers.  Companies like Horizon communications who provide high end Wifi systems for stadiums and large venues around the world, now additionally provide customers with a new offering called Captivate. This system offers a way to utilise mobile device data at any location it is installed. To partner with a company like this at a venue you gain multiple levels of data. Even advertisement through the Wifi/Captivate system provides a huge opportunity to corporations and venues alike. 

Companies all around the world have now been utilising this Big Data opportunity to their advantage and this movement continues to build momentum.  As we adjust our focus to this wave of new information, there is no doubt that the potential will only continue to rise. This will continue to effect business on a multitude of levels and speed up the pace in which many have been trying to keep up with for years. We look forward to the continued rise and evolution of Big Data and the innovative ways we can all grow with this trend.

Technology Game Changers

We have seen many new industry trends based on rapid technological advances over the last few years. One of the trends the team at BWA has been following through 2015 has been wearable technologies and real- time alalytics.  Over the last few years, leagues have really committed to being a part of the growing trend.   

NBA has partnered with Sport VU.  SVU is a high tech camera system, most commonly hung from above the court, that collects data.  The unique twist to this cutting edge camera system is that it collects data at a rate of 25 times per second, simultaneously following the ball and every player on the court. Sport VU has been installing their system in all NBA arenas since 2013. 

A front runner within the wearable side of technologies is Catapult.  It has been a breakthrough company with major investors like Mark Cuban, and multinational brands Adidas, Reebok and Nike. This micro-sensor (essentially) is currently utilised by over 300 teams around the globe and it provides a more analytical perspective in “real-time”.  When partnered with the visual assistance such as Sport VU. This allows sports scientists access to a full breakdown of the game,  player performance, coordination and a series of algorithms quantifying player interactions generated by the raw data. 

Another company to watch for is Cityzen., who develop smart sportswear such as the sensor-embedded “D-Shirt”.  This phenomenal “Smart Sensing Technology” has been utilised during practice, and has proven to be one of the pioneering garments within this new wave of technology.  This shirt contains textile embedded sensors measuring activity, heart rate respiration posture and more, truly living up to its reputation of being the “textile of the future”.

In 2016 we have a keen eye on whether this rapid data collecting and wearable's  will translate smoothly from training purposes and move toward other subsidiaries of the industry that may benefit from this type of “real time” data.  

Looking heavily at the stats for TV/sports coverage as well as more accurate data for the betting fans, it will surely be a matter of time before the correct deals and agreements are in place allowing extended outlets to capitalise on this new trend.  The benefit from having these stats on hand every second of the game would surely foster more accurate predictions for betters and sports casters alike. Alternative media as well as sponsors may also make a bid for selective data collection that will enhance exposure and fan experience.

Usually, we watch new technologies utilised by a team or league to enhance productivity and conduct sports science studies first. Commonly after this phase, the trend will trickle down to sub categories within the industry. We are looking forward to watching the direction the sports and entertainment world will embrace this cutting edge technology readily available today.