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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport

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Abstract

The application of scientific principles to inform practice has become increasingly common in professional sports, with increasing numbers of sport scientists operating in this area. The authors believe that in addition to domain-specific expertise, effective sport scientists working in professional sport should be able to develop systematic analysis frameworks to enhance performance in their organization. Although statistical analysis is critical to this process, it depends on proper data collection, integration, and storage. The purpose of this commentary is to discuss the opportunity for sport-science professionals to contribute beyond their domain-specific expertise and apply these principles in a business-intelligence function to support decision makers across the organization. The decision-support model aims to improve both the efficiency and the effectiveness of decisions and comprises 3 areas: data collection and organization, analytic models to drive insight, and interface and communication of information. In addition to developing frameworks for managing data systems, the authors suggest that sport scientists' grounding in scientific thinking and statistics positions them to assist in the development of robust decision-making processes across the organization. Furthermore, sport scientists can audit the outcomes of decisions made by the organization. By tracking outcomes, a feedback loop can be established to identify the types of decisions that are being made well and the situations where poor decisions persist. The authors have proposed that sport scientists can contribute to the broader success of professional sporting organizations by promoting decision-support services that incorporate data collection, analysis, and communication.
Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
Note. This article will be published in a forthcoming issue of the
International Journal of Sports Physiology and Performance. The
article appears here in its accepted, peer-reviewed form, as it was
provided by the submitting author. It has not been copyedited,
proofread, or formatted by the publisher.
Section: Invited Commentary
Article Title: Business Intelligence: How Sport Scientists Can Support Organisation
Decision Making in Professional Sport
Authors: Patrick Ward1,4, Johann Windt2, and Thomas Kempton3, 4
Affiliations: 1 Seattle Seahawks, Seattle, United States. 2 University of British Columbia,
Vancouver, Canada. 3Carlton Football Club, Melbourne, Australia. 4University of
Technology Sydney, Australia.
Journal: International Journal of Sports Physiology and Performance
Acceptance Date: January 13, 2019
©2019 Human Kinetics, Inc.
DOI: https://doi.org/10.1123/ijspp.2018-0903
Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
Business Intelligence: how sport scientists can support organisation decision making in
professional sport
Patrick Ward1,4, Johann Windt2, Thomas Kempton3, 4
1 Seattle Seahawks, Seattle, United States
2 University of British Columbia, Vancouver, Canada
3Carlton Football Club, Melbourne, Australia
4University of Technology Sydney, Australia
Submission type: Invited commentary
Running head: Business Intelligence in professional sport
Abstract word count: 249
Word count: 1398
Figures: 1
Correspondence to:
Patrick Ward
Seattle Seahawks, Seattle, United States
pward2@gmail.com
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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
Abstract
The application of scientific principles to inform practice has become increasingly common in
professional sports, with increasing numbers of sport scientists operating in this area. We believe that
in addition to domain specific expertise, effective sport scientists working in professional sport should
be able to develop systematic analysis frameworks to enhance performance within their organisation.
While statistical analysis is critical to this process, it depends on proper data collection, integration and
storage. The purpose of this commentary is to discuss the opportunity for sport science professionals to
contribute beyond their domain-specific expertise and apply these principles in a business intelligence
function to support decision-makers across the organisation. The decision support model aims to
improve both the efficiency and effectiveness of decisions, and comprises of three areas; (1) data
collection and organisation, (2) analytic models to drive insight, and (3) interface and communication
of information. In addition to developing frameworks for managing data systems, we suggest that the
sport scientist’s grounding in scientific thinking and statistics positions them to assist in the
development of robust decision making processes across the organisation. Furthermore, sport scientists
can also audit the outcomes of decisions made by the organisation. By tracking outcomes, a feedback
loop can be established to identify the types of decisions that are being made well, and the situations
where poor decisions persist. We have proposed that sport scientists can contribute to the broader
success of professional sporting organisations by promoting decision support services that incorporates
data collection, analysis and communication.
Downloaded by sam.leahey@gmail.com on 02/01/19
Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
Sport science the application scientific principles to inform practice1 has become
increasingly common as professional sporting organizations seek to gain a performance advantage.
These organizations increasingly employ sport scientists from varying backgrounds, including
physiology, strength and conditioning, biomechanics, performance analysis, biostatistics, and data
science. Regardless of their foundation and specific job title, we believe that effective sport scientists
working in professional sport should be able to develop systematic analysis frameworks to enhance
performance within their organization.1 While statistical analysis is critical to this process, it depends
on rigorous data collection, integration and storage.2 The purpose of this commentary is to discuss the
opportunity for sport science professionals to contribute beyond their domain-specific expertise and
apply these principles in a business intelligence function to support decision-makers across the
organization.
Key personnel in professional sporting organizations are often faced with complex decisions,
which can range from regular process decisions to infrequent strategic decisions. By definition,
decisions arise when there are multiple realistic alternatives, with the risk of negative outcomes from
taking the wrong position.3 A prerequisite for effective decision making is reducing uncertainty
surrounding the best course of action. Business Intelligence units turn data into knowledge and have
become an important mechanism to remove uncertainty and enhance organizational decision across
many industries.4 While individuals from other disciplines such as economics could also serve this
function, we suggest that sport science professionals are positioned to lead this business intelligence
service in professional sporting organizations due to their scientific training and knowledge of human
performance. Assisting other departments within the organization such as medical, coaching, physical
preparation and recruitment with their decision making processes offers sport scientists an opportunity
to contribute more broadly to improving sport performance.
Principles of decision support services
Using a decision support services framework, we will outline how sport scientists can not only
embed these processes in their own sphere, but also support other major decision making departments
across the organization. The decision support model aims to improve both the efficiency and
Downloaded by sam.leahey@gmail.com on 02/01/19
Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
effectiveness of decisions, and comprises of three areas; (1) data collection and organization, (2)
analytic models to drive insight, and (3) interface and communication of information.5
(1) The collection of performance data derived from an ever-expanding array of technology is a
primary role for applied sport scientists. While these data permit novel insights, it is critical that
there are sound structures in place to process the range of data streams. It is becoming necessary
to learn from other disciplines such as computer science to manage the increased volume of
data that is now being generated in professional sporting organizations.6 A key component of
the data collection process is preventing data silos forming within the organization, as the
integration of data sources permits a holistic understanding of performance. For example, when
match analysis data is drawn from multiple sources (such as player tracking, physiological,
player technical involvement and tactical strategy) the combination of these data allows for a
deeper understanding than trying to analyse match performance through a single lense.7
Rigorous data collection processes and maintaining a data legacy permits the transformation of
this operational data into an important asset, which we believe has often previously been
undervalued.
(2) Once data has been collected and aggregated, it can be analysed to provide insights that inform
decisions. A conceptual model for analysis comprising two complementary functions fast and
slow analysis reflects the range of decision tasks in professional sporting organizations.8 Fast
analysis is suited where decisions are required immediately, often for repeated process
problems that arise in the high-pressure daily training environment. Basic dashboards and
reports underpinned by heuristics may be most effective in this area.9 The slow approach more
closely reflects critical scientific inquiry leading to higher order understanding of the
problems faced in the professional sports environment.8 While this approach is often
overlooked in professional organizations due to time constraints or the lack of analytical
expertise, these slow activities may help solve complex problems. They can also guide key
strategic decisions and organizational philosophies which are paramount to the long-term
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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
success of the program. Finally, insights derived from slow analyses can improve the system
approaches employed in the day-to-day work flow of fast analysis.8
(3) Communicating knowledge derived from analyses is the critical step in enhancing decision
making processes.10 Data visualisation and performance dashboards that utilise commercially
available business intelligence software have become common. These visualisations allow data
to be displayed in simple, attractive formats and provide coaches and managers with a powerful
decision making tool to address specific problems.11 Dashboards can also be structured to allow
interaction with the data, moving us away from structured report formats and allowing intuitive
investigation of data.11 While software now provides an avenue for visualising information,
effective verbal communication between the sport scientist and decision-makers remains
critical to provide context to the information. Further, the sport scientist requires both subject
matter knowledge and strong inter-personal relationships to ensure that information is
effectively incorporated into the decision making process. These relationships are cultivated
through time and effort spent within the organization and require sport scientists to be selfless,
humble and open minded in these interactions.12
Enhancing decision making processes
In addition to managing data systems, we suggest that the sport scientists grounding in
scientific thinking and statistics positions them to assist in the development of robust decision making
processes across the organization. While the broad stream of decision making research falls beyond the
scope of this commentary, we will draw attention to some important concepts that can guide the sport
scientist in this area.
Fallibility theories in medical science suggest that failures in decision making processes can
arise due to ignorance or ineptitude.13 Failures of ignorance arise when limitations of current scientific
understanding restrict our ability to fully comprehend an entity. These situations are common in the
complex world of human physiology and sporting performance. In this domain, sport scientists should
aspire to produce quality research which builds our understanding in important areas of sport
performance. Further, constructing advanced models utilising large data sets that are now being
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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
collected and applying sophisticated analyses such as machine learning and artificial intelligence can
improve our understanding. Paradoxically, even with growing data sets that permit advanced models,
we risk drawing false confidence in our understanding of complex phenomena if we rely on models that
are overfit to the data. Rather, when the underlying relationships between factors are not well
understood, simple heuristics should instead be employed to assist decision making.14
Failures of ineptitude occur when knowledge exists but it is failed to be applied correctly. This
type of decision failure can arise when memory and attention are diverted from routine processes by
the strain of stress or other distractions.15 Failures of ineptitude can also arise when important steps are
missed or ignored in favour of less relevant information. Sport scientists can proactively reduce failures
of ineptitude by developing robust decision making processes. For example, the development of
checklists, which have become a crucial method for reducing errors in medicine and aviation, have been
advocated as an effective strategy to protect against these types of failures.15 They work by explicitly
outlining the key steps in a process and drawing attention to important factors, which helps fortify
decision making processes.
Finally, sport scientists can audit the outcomes of decisions made by the organization. By
tracking outcomes, a feedback loop can be established to identify the types of decisions that are being
made well, and the situations where poor decisions persist. A secondary audit layer can examine the
decision-making process, irrespective of outcome. The nature of uncertainty dictates that not all
decisions will lead to the optimal outcome. However, bringing scientific rigour to the decision making
process and analysing its effectiveness can ensure better outcomes over the long-term.
Conclusion
Navigating complex problems in professional sport requires making decisions in the face of
uncertainty. We have proposed that sport scientists can contribute to the success of these organizations
by promoting decision support services that incorporates data collection, analysis and communication.
Further, sport scientists can facilitate the application of rational scientific principles to develop robust
decision making processes and provide feedback on the efficacy of these processes by auditing the
outcomes. The ultimate success of this service requires the sport scientist to build meaningful
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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
relationships with key personnel across the organization and to demonstrate the benefits of this decision
support.
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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
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Business Intelligence: How Sport Scientists Can Support Organisation Decision Making in Professional Sport
by Ward P, Windt J, Kempton T
International Journal of Sports Physiology and Performance
© 2019 Human Kinetics, Inc.
Figure 1: Model outlining how sport scientists can support the decisions of multiple departments across
the sporting organization by providing a business intelligence service.
Downloaded by sam.leahey@gmail.com on 02/01/19
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How do successful companies shape their high-level strategies? A decade ago, London Business School's Suit and Stanford's Eisen-hardt looked for the answer by studying the era's leading high-tech firms. They discovered that such firms relied not on complicated frameworks but on simple rules of thumb. Managers translated corporate objectives into a few straightforward guidelines that helped employees make on-the-spot decisions and adapt to constantly shifting environments, while keeping the big picture in mind. This article describes the authors' subsequent research into why simple rules work and how firms develop them. Typically, after setting its priorities, a company will identify a bottleneck preventing it from making progress toward them and then create rules for managing that bottleneck. At America Latina Logistica, for instance, the problem was capital spending: The railway had only a tenth of the funds it needed to invest in growth and infrastructure. So a cross-functional team came up with rules to guide spending: Any proposal had to remove obstacles to growth, minimize up-front costs, provide immediate benefits, and reuse existing resources. The rules allowed employees across departments to make difficult trade-offs and quickly innovate solutions that put the firm on the fast track. Effective rules, the authors say, are specific, not broad; draw from historical experience; and are made by their users, not the CEO. Moreover, as a company evolves, they evolve with it. HBR Reprint R1209