Jim Howard

Get top tips and insights from Jim Howard on valuable use cases for your Sports Data, and avoid the common pitfalls.

Getting the most from your Sports Data - Insights and Best Practice

My name is Jim Howard and I am a freelance Product Manager specialising in
developing products using data and content. After working at the BBC for a
number of years, I have worked on projects for a number of clients including
Government Digital Service, Eurosport and Stats Perform.

I got to know Data Language after working with some of the team on big
publishing and audience-facing Sport products (World Cups, Olympics etc), when I
was at the BBC and The Telegraph.

We have been discussing some of the issues that we have had to deal with over
the years and the opportunities that are still there for companies to make more
of the data that they consume. In this post, I will try and summarise some of
the key areas we have identified and some areas that could still be developed
further.

Sport, data and content in publishing

Now that the restrictions on Sport are gradually being eased, we thought it
would be an opportunity to review some of the areas where Sport-related products
have been developed and business issues have been addressed with a more
innovative approach to the use of data (not analytics) as a core ‘building
block’ to development. 

As always in organisations, there are lots of great ideas around innovation but
the business needs a focus - and sport is an ideal test subject. As we have
found out, you can look at a major sporting event in isolation (Olympics,
Football World Cup etc), review the outcomes, decide on what areas worked and
then integrate into wider product development strategies. 

I will try and break this down into areas that will be relevant to other
products, not just Sport.

Buying in sports data 
First off, you should look at refocusing Sport as a data proposition and not
just a content one.

Most major publishers typically buy in fixtures, results and tables from a
specialist sports data company. Users, and editorial teams expect that.
Depending on the amount and scale of data, this contract is usually paid
annually and is an ongoing cost. So how do you get maximum value from the data
you are buying?

The data usually contains unique IDs for teams, players and competitions, as
well as additional metadata such as dates, times, locations, rounds
(semi-finals, round 13 etc) and venues. These data feeds also contain names of
players, teams and competitions. A whole wealth of information that we could
exploit much better than we were. 

When we started looking in a lot more detail at the data that was being bought,
you could start to see the opportunities to properly join the dots between the
content proposition, the technical challenges, and what we wanted to build as a
Product. 

It wasn’t perfect the first time round we tried this, although we did get to the
stage very quickly of having a process to tag content and create automated pages
for all players, teams and groups at the 2010 World Cup
[https://www.bbc.co.uk/blogs/bbcinternet/2010/07/bbc_world_cup_2010_dynamic_sem.html]
.

We then realised that as Sport is so consistent, once you had a basic domain
model in place, then you could approach development and products in a different
way. 

Working up a Sport domain modelUsing the data to help your tagging 
Workflow is always a challenge, whether you are introducing a whole new system
or just tweaking an existing one. 

From a product perspective, I want consistent and accurately tagged content to
avoid issues with SEO, duplication, URLs and historical inconsistency across
different systems within a business. 

Other business aspects to consider were ensuring we could align the editorial
style guide, improving editorial team efficiency, enabling consistent reporting
of traffic and ad revenue, allow for cleaner syndication of content and at
times, manage tags in multiple languages (Bayern Munich and Bayern München are
the same team), and managing alternate names and synonyms for your tags.

When we first introduced manual tagging of content, we had issues with
consistency and accuracy. Even with guidance, individuals approached relevance
and accuracy in slightly different ways. 

Taking feedback from this, our next iteration was a semi-automated tagging
process using NLP techniques, where we focussed tagging only on headlines and
first 4 or 5 paragraphs of the content. The copy was cross referenced with the
sport vocabulary we had created from the bought in data and tags suggested to
journalists. 

This created a much quicker and accurate workflow for the editorial teams. 

There were unexpected challenges too, such as when a new CMS allowed creation of
multiple tags by content teams, with no editorial oversight on tag quality. The
CMS allowed audience-facing pages to be created automatically once a tag had
been used several times - even if they were incorrect. This caused major issues
for the editorial team, the SEO strategy and User Experience. 

We revisited the key terms around sport that the data supplier had delivered,
used that as a starting point for a controlled vocabulary for the editorial
team, and then used machine intelligence to automatically retag the archive of
existing articles, video and other content in the CMS, to ensure consistency. 

Linking a content model and data 
Another key part of this process is understanding the editorial workflow around
fixtures and events and where a level of automation can help save time and
effort. 

There is a considerable amount of consistency around how events are approached
within newsrooms, with editorial teams creating match previews, live coverage,
reports, photo galleries, post-match analysis etc, all of which fit within a 
content model
[https://www.cmswire.com/content-strategy/content-modeling-what-it-is-and-how-to-get-started/] 
and data strategy approach. This thinking equally applies to video and audio,
live and clips. 

As part of a workflow review we could see that the editorial teams were taking
time to manually create pages in the CMS in the days before a big weekend of
sport. 

We suggested using the bought in fixture list to drive automated creation of
pages in the CMS for journalists. We identified what templates needed creating
around a match - which links nicely with the content model work - and spun-up
pre-tagged templates in the CMS when the fixtures were announced. 

Before a match starts, we already know the teams, competition, venue, historical
records etc.  Depending on the sport, we will also know the athletes taking part
in a match (football tends to announce starting line-ups about 45 mins before
kick off) although other sports make announcements further in advance. 

Silver Oliver’s workshop flipchart diagram of editorial workflowScaling Up
This data-driven approach allows you to scale quickly. New competitions or
events can be approached from a ‘we just need some new data’ perspective and
this should fit with your ongoing data management strategy. 

This is especially relevant around major events where you may want to cover new
teams or events as part of the Olympics, Commonwealth Games or research has
shown you that your audience wants more detailed club level NFL or NRL coverage. 

If you want to create a new type of written content, such as a match report,
that is an extension of your existing content model. 

When you start adding in multiple media types used for coverage such as
photographs and social media, you can begin to see where consistency of tagging
and annotation is key to creating product propositions. 

These methods can also be used for content gathering as well - from external
suppliers to content supplied by correspondents and social media sources. 

Data visualisation
One of the challenges every media business has, is how do you stand out from the
crowd around Sport? Everyone has the same fixture list (that you have no control
over) therefore a focus on the user experience and a unique proposition helps
you stand out. 

Depending on the amount of data that you are buying, there is a lot of mileage
in offering a unique insight, and deeper analysis into the events or
competition. 

I worked on the Roboblogger project
[https://www.niemanlab.org/2016/06/the-telegraph-is-trying-to-streamline-soccer-live-blogging-with-an-automated-graphic-system/]
, part funded by the Google Digital News Innovation fund
[https://newsinitiative.withgoogle.com/dnifund/]. We really dug into the details
of what was in the football data that we bought and pushed the automated
publishing of infographics as far as we could.

It helped that we had already put in place a controlled vocabulary of sport
terms, which made the consistency between systems much easier. 

We ensured that any graphics created fitted with the visual style guide of The
Telegraph and were getting them published in under a few minutes after we
received data about the events. 

It’s not all about the website or app
Once you start digging into how a publishing business works, you can start to
see how progress could be made by thinking about an ‘open data strategy’ within
your organisation and allowing different systems to use the same vocabulary to
make life easier, although that does start changing the business focus to manage
data better - still a very overlooked area at the moment.

There are still multiple opportunities to join the data dots in businesses.
Especially linking back end systems and archiving with audience facing products.

 * Unlocking content archives. Always handy for Olympics, World Cups, and major
   events.
 * Ensuring you can map multiple, external suppliers to a single tag or ID.
 * Advertising and commercial consistency for teams and competitions and even
   individuals athletes.
 * Providing consistency between content and tags after mergers between
   companies.
 * Electronic Programme Guides (EPG).
 * Video tagging - enhancing video with structured data - both your own video
   and inbound social media video
 * Analysis and reporting.

Sport - or even an individual sport such as football - is a very consistent
domain which makes it easier to integrate into your business model, or at the
very least, look at Sport, as your first step towards utilising data and content
in a structured and consistent way.

The M word
I have avoided writing metadata all the way through this so far. 

Data suppliers provide very consistent products and can help you solve some
business and product issues. Linking together data and content to create better
products both for internal processes and audience-facing or syndication
purposes.

For example, you shouldn't have to rely on editorial teams to rebuild a section
or feature. We can do this based on the data we have. If google enables a new
rich snippet type we can add this markup etc. 

Most media organisations buy in content feeds, and although the assets are
tagged, they won’t be quite the same as the vocabulary that you use within your
organisation. Clarifying that vocabulary will save time and money between
systems and your own team.

The key to structured data is a well structured content model, a data management
strategy and metadata.

If you want to extend the model, then you can have a list of your contributors
and journalists as well. This would enable me to create a feed or even a
subscription based-product based on a question such as:

> “Give me all match reports (content type) written by Joe Bloggs (Author) about
Melchester Rovers (team) in the past 6 months (date range)”
Are you making the most of your bought data and content?
Data management is a challenge and unfortunately it does tend to get lumped in
with data science and analytics within a business.

I prefer to look at the reference data as a core building block for the Product.
I want to look at the details of the data contract to see what is being bought.
Does it fit with the current editorial strategy or is it just a historical add
on? Is this what the audience is looking for or expecting? Do they come to your
site or buy your paper for a specific type of coverage?

The cost of the data contract varies from company to company and of course also
depends on the amount of data bought. One thing in my experience that is
consistent though, is that usually only a small amount of the data is being used
by the business.

The coronavirus pandemic has caused a raft of fixture cancellations,
rearrangements, postponements and economic challenges across the board for
industries associated with sport. 

Meeting new business challenges is going to be about agility and speed of
response to new opportunities. 

Companies will have to be more agile in the future and the key to this agility
is having scalable and well marked up content that can be repurposed. 

The future
Hopefully 2021 will be a big year for Sport with a still to be defined weekly
sporting calendar, a rescheduled Olympics in Japan, a rescheduled European
football championships, a Lions Tour to South Africa and lots more. 

Companies will want to make the most of these opportunities for engaging
audiences and hopefully these examples can start some processes we have been
involved in:

 * Advertising and commercial consistency - for teams and competitions and even
   individual athletes
 * Unlocking under utilised content archives
 * Providing consistency across content and data after mergers between
   organisations
 * Electronic programme guides - a key syndication product and internal tool for
   some organisations
 * Video clips and live coverage

Around major events, other departments within your organisation that don’t
usually do sport coverage, may well want to start creating content about the
event such as documentaries etc that you may want to leverage.

Many of these ideas are not just relevant to Sport, the patterns I describe can
be applied to many domains and publishing any form of content, whether that is
in news, sport, entertainment, healthcare, science, or finance. Adding
geospatial metadata into the mix adds another dimension, and more avenues for
adding value.

Every domain has its own challenges but Sport is a very nice place to start. If
you would like to know more, please do get in touch.

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