August 18, 2013,
Guru in a Bottle 
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One of the buzzwords of 2013 has got to be “big data.” I was recently in a boardroom meeting where talk of leveraging “big data” was a popular favourite around the table.
This made me smile. Over the last 20 years I’ve been involved in understanding how sport and entertainment can be used as a powerful brand communication and marketing platform. Many organisations and businesses have a lot to learn from sports rights owners who’ve been exploiting data for gain competitive advantage for many years.
Whether its athletics, soccer, F1, swimming, tennis, basketball or baseball, “big data” has been at the heart of developing a winning strategy in this industry.
It s...
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