Equipment. Data. Storytelling.Sports Analytics Innovation Winning in the HyperDigital AgeSports Analytics Innovation SummitBoston, 13 September 2013

Nuno Santos - BrandEmotivity

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"... You're always trying to write history, or join history in my case....”

Serena Williams

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How can Technology and Innovation help us do that?

The HyperDigital Age

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Time

SizePriceEnergy Consumption

Unit

Over the Last Few Years

Memory CapacityProcessing PowerSensors DiversityBatteries Efficiency

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6 to 1 by 2020

The internet of connected devices

2 to 1 in 2013

Source: Cisco, Connected World

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Nike Fuel Oakley Goggles 3 Bays Golf Analyser

Up - Jawbone Google Glass Babolat Play&Connect

Mobile is the hub

Oakley Airwave Nike+ FuelBand8

Adidas miCoach

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Data

Data

Data

DataData

Data BRAND

Permanent Context(Social and Geographic)

Personal Advice and Personalised Communications

Innovative Products and Services

HyperDigital Ecosystems

Connected SportsWining in the HyperDigital Age

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Devices Value

Data

HyperDigital Ecosystems

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Connected Devices with sensors generating data Sensors

Innovation on Sensors and Devices

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Multiple “in-equipment” Sensors

Sensors

Thermometer Gyroscope

...

Accelerometer Galvanic SkinResponse

Hygrometer

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In-Fabric Hygrometers

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Vibration and Giro/Accel

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Ski Gyro/Accels and RF Frequency

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Connected Devices with sensors generating data

Sensor algorithms combined with Contextual data

Sensors

Data

Big Data gets even Bigger

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Analysis needs to consider Bio and Context

EquipmentSensors

Thermometer Gyroscope

...

Accelerometer Galvanic SkinResponse

Hydrometer

Bio Info

Height Health

...

Other Morphology Muscle

Weight

Context

Pitch Venue

...

Opponent Tactics

Public

Analysis

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Connected Devices with sensors generating data

Innovative Services and Solutions for the

different Stakeholders

Contextual data combined with Sensor algorithms

Sensors Value

Data

Building Value

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Stakeholders

TeamsClubs

More FansProfit

BroadcastersMedia

More Audiences Profit

Ruling Bodies

Fair CompetitionMore Athletes

Equipment /Services

Sell EquipmentProfit

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Sports Equipment and Services

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Sports Teams

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Sports Leagues

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Sports Regulators

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Stakeholders

TeamsClubs

More FansProfit

BroadcastersMedia

More Audiences Profit

Ruling Bodies

Fair CompetitionMore Athletes

Equipment Manufacturers

Sell EquipmentProfit

Athletes

AccomplishmentRecognition

Pro Amateurs

Professionals

Amateurs

Connected Performance

Technical

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Data and Performance Innovation Lifecycle

Professionals Pro-Ams Amateurs Occasional

Data for Performance Improvement Data for CRM and Commerce Data for Operational Efficiency

Use the sensors for better

understanding of product use conditions and

result.

Data can be used to improve

sequent versions.

Data is used to rightfully balance

production optimisation, functionality

and new premium or

“personalised” versions.

Systems integration and

big-data are key at the stage

of service of the “majority”

of athletes.

Operational efficiency or

exploration of niche markets

can be powered by sensors

data, uncovering

opportunities for niche

products or for portfolio

optimisation

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Stakeholders

TeamsClubs

More FansProfit

BroadcastersMedia

More Audiences Profit

Ruling Bodies

Fair CompetitionMore Athletes

Equipment Manufacturers

Sell EquipmentProfit

Athletes

AccomplishmentRecognition

Fans

StoriesIdols

Pro Amateurs

Professionals

Amateurs

Fans

Connected Performance

Connected Experiences

Technical Emotional

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Can Fans emotions influence performance?

Can we predict performance based on fans?

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Transforming data into Insights

A universal truth that reveals an unresolved tension

An insight is different from observable behaviour. It should explain the tension that provokes the behaviour, rather than just describing it.

Asking the player is inefficient as they frequently alter their thinking frame according to circumstances. Data is key to observe behaviours that can be mined to uncover the tensions that lead to that behaviour.

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Player

Influencing Player Performance under friendly / hostile environment

Process

Feeling Thinking Doing

Motivations Framing Behaviour

Ambition to be famous

“Beat that guy”

I want to prove them wrong.

Fear of failing

I need to risk on some one-to-ones

I’ll let others risk, I’ll just do my job

Attack the defender

Being conservative and playing defensively -

“doing my job”

From Data to StorytellingThe Holy Grail

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Pro Amateurs

Professionals

Amateurs

Fans

Connected Performance

Connected Experiences

Technical Emotional

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Congratulations, On your last ride, you covered a distance of 99 km. Your average speed was 35 km/h and average climb was 5.3%,your heart rate was... bla bla...

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Making sense of it allHyperDigital Ecosystems

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StorytellingStorytelling brings

meaning to Technology

Connected Devices with sensors generating data

Innovative Services and Solutions for the

different Stakeholders

Contextual data combined with algorithms

Sensors Services

Data

Data powered performance and experiences

Bio Info

Sports Innovation

Sensors Analysis Decision Action Stories

Stories

Stories

Magic

Context

Innovative Technology Data Analytics Creative StorytellingAdditional Value

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Tell Stories

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Tell StoriesRevere Heroes

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Tell StoriesRevere HeroesCreate Legends

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Tell StoriesRevere HeroesCreate LegendsCompete with the Immortals

London • Paris • Singapore • Shanghai

Nuno SantosGlobal Managing Partnernuno.santos@brandemotivity.com

Thank you