Javelin 1.1

TITAN SPOTLIGHT FEATURE: BRIAN KOPP
SportVU and Catapult and others, you're talking databases
of information. Now machine learning algorithms are
required to really get insight out of that volume of data.
Then it becomes another one of those dynamics where
introduction to a lot of data is good, but needs to be harnessed
and used the right way. At the end of the day, as
much as we talk about big data in sports, the data that we
capture is minuscule compared to a lot of other industries.
DI: Data collection and analysis has increased dramatically.
What have been some of your best practices on how
teams, coaches and organizations can stay on top of this?
BK: To me, it all starts with organizational structure. Traditionally,
you had analytics in a silo, training in a silo,
coaching in a silo, and front office in a silo. They talked to
each other, but they did most of their work independently.
So, there were disconnects between the decisions that
were made, or how information was used.
The most successful organizations are starting to communicate,
collaborate, and understand that what goes on
when you're out on the practice field impacts what goes
on in the training room, which impacts decision-making
in the front office. Having more complete information for
communication is key. Some of that has been accelerated
by technology. I think the best practices are those that
don't view those as independent jobs, but do it as a collaborative
team effort.
Once you've done that, the way that technology and
use of data comes in becomes pretty core to how they
handle that as well. You look at things holistically. That’s
true at the pro level, and at the college level.
DI: What does digital transformation look like to you and
how are you integrating that to better understand the
customer experience?
BK: Good question. We've gone through a couple different
evolutions as an industry.
Digital transformation is taking different data that's
being used in a lot of different ways, presenting it and
using it in unique ways. Take augmented reality. I think the
best augmented reality experiences are going to be those
that integrate cool graphics with really cool and interesting
insights that are based on the data you're collecting.
A few years ago, the emphasis was around collecting
and getting access to data. We've now evolved into more
analytics, visualization, and application of that data. I think
The most successful
organizations are
starting to communicate,
collaborate, and
understand that what
goes on when you're
out on the practice field
impacts what goes on in
the training room, which
impacts decision-making
in the front office. — Brian Kopp
that's where a lot of the transformation will take place. It's
matching up with the demands of the market, because
people don't want to just have the passive experience.
They want to be more interactive with what they're seeing
across the board.
DI: What companies come to mind that are driving sports
markets?
BK: Young start-up companies are going to get some things
off the ground. One of the key players will be apparel
companies - Nike, Under Armor, Adidas. They've been in
the space, and they have the brand credibility. This whole
technology / data area of the landscape is not something
they've traditionally spent a lot of time cultivating. So rather
than do it themselves, I think there will be some nimble
startups that the apparel companies are going to [rely on].
These will be companies that are able to connect a few
of the dots within the industry.
I also think major technology companies – like Intel,
SAP, or Microsoft - and others who have the market clout
will take some of these ideas and bring them to market
in a much bigger way.
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