It’s no secret that nowadays data is worth its weight in gold. Such is its impact that it’s literally being used in all kind of ways across various disciplines with one of these being in sport. Spanish Football League (LaLiga) is a great example of this in action, in fact they have recently confirmed that data analysis is driving new business opportunities across the world with football being no exception. The perfect blend between sport and technology.
LaLiga’s business intelligence and analytics department has been working for the past two years to ensure the clubs in Spanish professional football have as much information as possible for analysing the marketplace and making strategic business decisions. This initiative is set to expand thanks to a new range of club dashboards.
Released to clubs this season, the dashboards give club employees a world of data at their fingertips. Produced alongside the league’s international development department, they provide up-to-date information on various important metrics, from stadium attendances to TV audiences to social media stats to macroeconomic data from around the world.
“Thanks to these tools, clubs have a live snapshot of their market position and that of LaLiga in all countries,” said Óscar Mayo, head of LaLiga’s international development department. “This allows them to see their key performance indicators (KPIs) in each market and calculate where new growth opportunities may be found.”
The dashboards are a continuation of the digital ecosystem that LaLiga has created in recent years. All of the league’s digital assets (including websites, apps, social networks and the LaLigaSportsTV OTT platform) are combined with other sources of information (such as TV audiences and stadium attendance) in a centralised data lake where they are analysed by LaLiga’s business intelligence and analytics department. Club dashboards have been built from this information, offering clubs simple ways to view and analyse the data.
To improve analysis, clubs can compare important data with averages from across the league. José Carlos Franco, director of technology and data at LaLiga, added: “The dashboards make it easier for clubs to analyse and compare their data using simple filters. This is helping clubs to improve their engagement on social networks and other campaigns in target markets.”
Using this data, clubs will be able to see the real impact of decisions they make and can better inform new investment decisions by showing more clearly where results are being generated.
While the clubs explore the new dashboards, LaLiga is already working on new ways to evolve them. “We need to keep adding data to this,” Mayo said. “The key is being able to provide as much information and market context as possible, whether external or based on the clubs themselves.”
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