If cricket is a religion in India, technology is its latest apostle.
Technology, especially analytics, has played a key role in keeping the buzz about the game going and pulses racing. One cannot imagine watching a game without elaborate pie charts, data points and statistics popping up as it progresses. Cricket is truly becoming dependent on technology and it is only bound to increase. Talking exclusively to Firstpost, Piramal Enterprises Limited's VP-IT A Balaji, who is also a huge cricket fan, says, He shares his views on the role of analytics in sports. Excerpts from the interview:
FP: How does insightful information delivered through excellent data visualisation help you appreciate and understand cricket better?
For many Indians cricket is the religion. We have followed cricket even before this technological evolution. However in the era of user experience this data visualisation adds visual treat to it.
FP: Do you see a great use of analytics in fields like sports which were once just about mere ability and talent? Do you see this leveling the playing field for sportspeople so that even those not extremely talented can use these insights to work on specific areas?
Balaji: On the playing field, it's the skill that matters for the sportsperson. However, off the field, one can use technology to work on his weakness and discover opponent's weakness and use that for his own improvement and as part of his strategy. It can be a good tool for coaches to guide the team members better. Technology definitely has an edge in the field of sport It is available to everyone and it is up to the individual to leverage it to their advantage.
FP: How do analytics help improve sports management and ensure that while sport is fun, it can be good business for owners and others and thus widen its reach and scope.
Balaji: Sports is surely a business. However, I believe it should be within ethical and legal framework. Having said that, technology can play a vital role in spotting a rising star. One implication of this is a brand can decide a player to become its ambassador before others pick them up or IPL team owners identifying the right price for a particular player.
FP: How do you see analytics transforming your industry and company?
Balaji: Analytics are all about insights. Presentation layer can only help to attract audience towards it. Only insights can sustain their interest level. There are many tools available and by and large it has the capability to provide what is required. Only suitable and sustainable business case makes it better.
FP: What do you see as use cases for social sentiment analysis and predictive analysis?
Balaji: Social sentiment analysis is more useful to consumer business segment like automobiles, FMCG, telecom and banking. It also largely depends on the constructive expression of society. Big data analytics play a crucial role in this. It has no relevance if the social data guided through ghost writing. While technology is already available and ahead of the curve, deep insights can happen better based on quality of data.
Predictive analytics is all about the applying the right statistical model, which is the tricky part. While it helped in many elections but in the recent Delhi election predictive analytics did not really cut a clear picture. It will be interesting to hear the predictive analytics feedback on Cricket World Cup 2015.
FP: How does data visualisation and dashboards help your top management?
Balaji: The current buzz word is all about user experience. UXP is certainly playing very important role. As I mentioned earlier, it is certainly useful to attract eyeballs but only insights can sustain their interest level.
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