In 2015, the ATP World Tour embarked on a journey
to reinvent the tennis experience for the digital age with Infosys as
their Global Technology Partner. In less than two years, the partnership
has delivered game-changing initiatives across data, insights and
digital experiences, helping everyone in the world of tennis see more
and be more.
A Forrester case
study explores how
Infosys used its proprietary Nia platform for building a data offering
to improve fan engagement and reportage. In the words of Murray
Swartzberg, ATP SVP Information Technology and Digital Media, “we were
content and data rich; the challenge was to start explaining the game
statistically, and humanize the data.”
By analyzing over 25 years of chair
umpire data and over 10 years of ball tracking data, Infosys is shaping a
new understanding of the sport for fans, players and media alike.
The case study provides valuable
learnings for all CIOs looking to do more with their data. It examines
how ATP crafted the commercial data proposition through a design
thinking exercise and attributes the success of the insight creation
initiatives to:
- Using the right mix of quantitative and qualitative data to design the product
- Leveraging a specialist from the start
- Choosing a big data insights platform
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