Sports Industry Data and Analytics - Takeaways from 2022 – Part 3 - A Discussion with Dr. Deborah Stroman

A discussion with sports Industry icon Dr. Deborah Stroman from the Center of Sport and Business Analytics and producer of the SPEIA Basketball Analytics Summit.

One of the things I love most about serving the sports industry is the fascinating stories about what has led individuals to work within sports, what it took to elevate themselves, and the contributions they’ve made.

I’ve been very fortunate to see the sports industry from several vantage points, including working on the team side of sports, cofounding a company that served the sports and live event industry, maneuvering onto the tech side of the industry, and now working with 赛仕软件 the global leader in advanced analytics and AI. ?At every stage, I have been fortunate to work alongside and meet some of the most incredible people in sports and business.

This next installment of “Sports Industry Data and Analytics - Takeaways from 2022” is a discussion I had with industry pioneer, educator, entrepreneur, public speaker, coach, consultant, and friend, Dr. Deborah (Debby) Stroman.

For those that don’t know, Debby was the first African American woman to receive an athletic scholarship from the University of Virginia in 1978, went on to become team captain and graduated from UVA in 1982. What happened next was a wonderful journey filled with exploration, teaching learners of all ages, and breaking down some barriers along the way.

Whether you’re a college student interested in working within sports and/or analytics, a recent graduate, or in the twilight of your career, I hope you find this discussion as interesting and fulfilling as I have. And, of course, we’ll touch upon sports data and analytics.

Please introduce yourself and describe the path you took to get to where you are today.

“I was born and raised in the Philadelphia suburbs, which plays a big part of how I think, act, and show up. We are generally direct, passionate, and loyal. As a professor, public speaker, and entrepreneur, I focus on two main buckets: 1) racial equity education and 2) sports business. I provide leadership tools, strategic advice, and business start-up tools in those areas. I lean on my athletic lessons from experiences as a former NCAA D1 basketball player and coach at UVA and UNC, respectively.”

Who was your biggest influence, and why?

“My mother was my best friend and #1 cheerleader. She was an avid reader and gave me so much strength and confidence by believing in me as a student and an athlete. She was bright, patient, and caring. My mother sacrificed a lot for me to be where I am today.”

Do you have a favorite author, and why? What are you reading now?

“One can never go wrong by reading anything penned by Dr. Maya Angelou and James Baldwin. Currently, I have a few books that I’ve read and keep going back to for inspiration and insight. ?Heather McGhee’s “The Sum of Us,” Paulo Freire's “Pedagogy of the Oppressed,” and Hannah-Jones’ “The 1619 Project: A New Origin Story.” I really enjoyed recently watching HBO Max’s “Winning Time: The Rise of the Lakers Dynasty” and “Paterno,” and Netflix’s “Hustle.”

As digital transformation continues to accelerate, what’s your opinion on the use of data and analytics across the sports industry (collegiate and professional)?

“We like to think we are in a data-driven society, but in my opinion, we aren’t. We are led by narratives. So, we continue to make great progress with examining and manipulating data with advanced technological tools; however, storytelling must improve at the same pace. How do we help our analytics teams be better messengers of what the numbers and patterns tell us??Marketing skills need to be combined with Analytics skills. We all know that siloes exist in organizations, so we must be intentional in creating an environment whereby people work closely together to maximize efficiency and great outcomes. Collaboration is more powerful than the competition!”

What do you think the future beholds for using data and analytics in sports?

“There is no doubt that the business world drives the fan experience. So, as businesses continue to move away from paper and outdated engagement methods, fans must become more digitally savvy to stay connected. Understanding apps, QR codes, and network access options are critical.

Basic numbers and statistics are now being shared with fans to help them understand coaching and front-office decisions. I am hopeful that fans will not be turned off but rather respond accordingly by learning and asking questions. I am intrigued by the NBA and how they now offer analytics-driven broadcasts that display in-time shooting percentages of players as they move around the court.

Athletes (as fans, too) must also stay abreast of how data is collected and shared to avoid privacy intrusions by health and wellness professionals and disrespect or omission by those who rank performance (college recruitment or professional drafts).

Big-time college and professional sports are driven by economics. I think it is prudent for all fans, coaches, and administrators to know how the money is made and its distribution. That understanding may help to reduce the gossip and falsities expressed by those who seek to criticize or eliminate the sports industry.

Everyone plays a part – the athlete who performs, the staff who make the environment possible, and the people who pay to enjoy the experience. Analytics seeks to “paint a picture” using data to explain these roles and how they affect one another by removing as much subjectivity as possible. “

Would you say College Athletics is now in the Wild, Wild, West (e.g., NIL)?

“In college athletics, it is interesting to be alive to see the “moral arc of justice” move. That is, those who felt that any policy which would allow college athletes to receive any compensation beyond an athletic scholarship would be blasphemy are now somewhat accepting of the NCAA’s “Name, Image, and Likeness” (NIL) legislation.

The NIL has truly opened up the floodgates of creativity for many people to increase brand awareness, explore entrepreneurship, and maximize a moment of great athletic presence and performance. Sport analytics experts have a great opportunity to collect data and help the many people who don’t necessarily have access to NIL education expertise, charting of NIL deal outcomes, and the financial ramifications of college athletic department decisions.”

Debby – throughout the sports landscape and corporate America, you’re an industry leader around Diversity, Equity and Inclusion. Do you think data and analytics can help bridge gap(s)??How best can data be used?

“Sadly, there are far too many people in the United States who just don’t believe people of color experience different outcomes due to systemic policies and practices. The data is rich, longstanding, and wide-ranging, and people of color are still playing catch up to Whites in every system, including business, housing, education, healthcare, and sports. Watching a Black elite athlete perform and achieve monetary success often blinds us from the inequity happening in front office hiring, pay equity, marketing, and opportunities to advance within the organization. To that end, we must continue to educate all Americans and request that people research the numbers and avoid those individuals who seek to divide us. We are greater together by respecting our gifts and opening doors of opportunity for everyone. We can’t just focus on bad attitudes, either. We must isolate behaviors because they can be measured. Inspect what we expect and hold people accountable for poor outcomes!”

What advice would you give students and recent grads interested in pursuing a career in sports data and analytics or outside the sports industry?

“There are only two requirements to get started, and both can be learned and improved upon over time.”

1)?????Math

“The industry continues to grow, and all facets of navigating life use data. Enroll in classes offered by your high school or college. If there aren’t any courses offered, consider taking one of the online sports analytics or software courses (e.g., SAS, R, Advanced Excel, or Python) webinars held by experts.”

2)?????Commitment

“Check out social media as it is used by companies and top analysts to share their latest findings or commentary. Take risks by building and sharing your portfolio of analysis. Introduce yourself to people working in sports analytics. Look to industry leaders like SAS to see the impact of their services. And yes, one can stay close to the sports arena after a sporting career as an athlete by gaining skills in data collection and analysis. The numbers tell stories that are valued and insightful. Join the sports analytics train and chart your path!”

Conclusion and Key Takeaways:

What an incredible discussion to be part of.?It takes exceptional individuals to break down barriers while being exceptional teachers, learners and leaders. Debby would be the first to say it doesn’t come easy and that these qualities are inherent in some and can be learned in others. ?There are so many great nuggets I took away from this discussion and time spent with Debby this year. Here are a few:

1)?????Take risks by building and sharing your portfolio, or analysis

I often speak about this with college students looking to break into the world of sports analytics or analytics in general. Don’t be shy; use LinkedIn , share your ideas, and bring your work/projects to life. There are many great stories from learners and industry professionals landing an opportunity or a first job in sports due to the work they shared from a school project or something they came up with on their own.

2)?????More math and more commitment

Both are crucial to a successful career in data and analytics. One of the greatest things about digital transformation in the past several years is the abundance of open-source sports data available for learners and industry professionals to analyze and to tell a story. Websites like https://kenpom.com/, https://n.rivals.com/, https://ope.ed.gov/athletics/#/, and https://www.pro-football-reference.com/

3)?????Become a better storyteller

In addition to writing, becoming a great (or even good) storyteller is one of the most important things you can do to self-improve both in business and life. The ability to clearly explain and deliver content to your audience is needed in almost everything we do (e.g., sales, consulting, product development, project management, etc.)

4)?????Everyone plays a part – the athlete who performs, the staff who make the environment possible, and the people who pay to enjoy the experience.

I couldn’t agree more with Debby’s sentiment: Analytics seeks to “paint a picture” using data to explain these roles and how they affect one another by removing as much subjectivity as possible. And data and analytics are important to many in an organization, not just to data scientists and analysts. In this case, understanding the data helps the athletes, the coaches, the administration, and of course, the fans.

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I encourage you to comment and share your data and analytics success stories, challenges, and experiences with me throughout this journey. And most importantly, what do you think the future use of data holds for the industry?

Stay tuned for part 4 – Collegiate Athletics Takeaways, NACDA, NIL and Beyond.

Click Here to Learn More about SAS in Sports

Past articles in this series:

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1. Article 1: Sports Industry Data and Analytics Key 2022 Takeaways (Series Intro)
2. Article 2: Sports Industry Data and Analytics - Takeaways from 2022 (Part 2)

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