Following up from Transforming Women’s Tennis with Innovative Technology Webcast Summary – Changing the Game in 2013 and Karin Tillotson's Tennis Anyone? Part 2 I watched this SAP webcast this week. SAP's Jenni Lewis provided this webcast about how SAP is working with sports teams using SAP tools. I do like the way Jenni describes the business scenario, the need, and how they work with customers.
Jenni Lewis has been working on analytics on tennis, extreme sailing, ICC World Cup, including how to use mobile apps to engage fans, how work with media teams. Disclaimer - I haven't watched tennis for a long time (since Martina days) so hopefully I don't mix up the terms as Jenni explains them.
Figure 1: Source: SAP
SAP is global technology sponsor for the WTA to show how analytics can help “change the game” to turn “insights to action”
SAP looks at Formula One, Extreme Sailing, Cricket World cup; it is relevant to business as outcomes are similar to business
They want to optimize fan engagement, athlete performance, how pivot from insights to action
Jenni Lewis works in sponsorship portfolio is used to allow players, media, teams, to simplify business process and provide athletes with information
SAP has been on a journey with WTA for 18 months. Players have access to information that they did not before. They are trialing now real-time information available to coaches
They are also working with the media to make sure they had access – the what and the why things are happening – the same for business. What direction should you be taking and optimizing performance
The third audience is the fans – get more people involved the more they want to watch and expand
Starts with a Tennis Player
Figure 2: Source: SAP
It starts with a tennis player
The umpire has a tablet in the chair using it to score to match - the score is transmitted
They try to get the most data feed
Which end of the court, who won the coin toss, when players call the coach, timeouts
Second data feed is hawkeye to track ball and player from officiating point of view to see where player is positioned
The feed is 20 seconds behind play
Most of the information is at the same level
Not every match is tracked
54 tournaments, 34 countries
Figure 3: Source: SAP
Next step is to interpret the data
Everything is hosted in the cloud
Real time feeds come in as matches
It is manipulated and sent to database
Hawkeye data is coming to them as a web service, so is the data from the tablet
Figure 4: Source: SAP
Running standard SAP BI also hosted in the cloud and push out to any device – for WTA for mobile devices
Figure 5
End users include coaches, WTA and media
Rolled out the BI portal
Player Analytics and Media Reports
Transform how tennis is consumed
Figure 6: Source: SAP
Figure 6 is an example for the media
The WTA needs to produce a series of head to head and profile reports
They used to do this manually and took hours
By automating the solution, the media now gets fun facts – how many times has a player beaten a left handed player?
They can track performance – defend the points of last 12 months – points to defend
Figure 7: Source: SAP
Figure 7 shows the Infographics from Lumira
Before used graphic designers to build
Take the standard information to automate the process – produce infographics quickly and easily
WTA and media are more aware of information that is available and more of a self-service – the NBA is where most sports want to get to.
Figure 8: Source: SAP
Figure 8 shows a Mobile app for tennis players
Aces, double faults; but don’t have context of how player is performing – e.g. break point (player is serving, about to lose game – under pressure)
Nine break point opportunities and save 6 of them. How many times did she serve was she under break point? This offers context to the players
Having more data doesn’t mean you understand your business; it is about insights - such a great statement from Jenni Lewis
Figure 9
Service performance point by point – how often she won that, how often she had to do a second serve
Had to use a second server quite often early in the game – a confidence issue
When she was at 30-all, go to game point; she did well
Coaches can look at this and strategize for a match
They can customize and build solutions
Figure 10: Source: SAP
Figure 10 shows how the app tracks data to help coaches to show where serve, where from, where to – what is going on in the court
They look at serving patterns, from a coaches and scouting point of view
Yellow balls are first serve, blue second, and aces – look at patterns of play
They have the ability to drill down and see what it is at break point – player tendencies and work to – a number of players are looking at their tendencies
The “eye lies” because of emotion – now can see predictability of what doing on forehand and backhand
Figure 11: Source: SAP
Where stand on returning the ball? Outside the court? The quicker return back – the less time giving opponent to react
Taking tracking data and providing simple insights
Provide to players via a portal
Everyone understands and user adoption – have great adoption
Where take this?
The want to take this real-time
Figure 12: Source: SAP
Figure 12 shows where they want to go with this: On-court coaching
SAP has been working with WTA – how take this information available at coaching consultation once a set or injury timeout. The technology is ready but it needs to be equal
Figure 13: Source: SAP
Using SAP HANA Cloud Platform for any device – tested on all devices so can test anywhere
Three areas – match set, yellow a coach can see where player is winning
Coach has to maintain eye contact with player
It provides situational information and drill as needed
The coaches can see the tracking screen and the serving patterns
SAP used Design Thinking workshops for this; what things were important to players?
The flexibility of HANA Cloud Platform – available anywhere in the world, and not locked into a particular mobile app or platform
They used SAP standard software to deliver – used tools like Lumira to help understand the data they had. They had 40 years of history but couldn’t profile it very well; able to gain insights with Lumira – including InfoGraphics
Link:
https://sapsponsorships.com/articles/how-tennis-profits-from-sap-hana/
[ANZ Webcast - Feb 17] Game, Set, Match: How SAP Technology is Revolutionising Women's Tennis
Reference
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