Business Intelligence: Newcastle Football Club

This research study focuses on the use of business intelligence systems to analyze the performance of Newcastle United football club players and identify reasons for their poor performance. The report recommends training programs and role shuffling to improve player skills and efficiency.

BUSINESS INTELLIGENCE:
NEW CASTLE FOOTBALL CLUB

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Introduction to problem or opportunity statement...........................................................................3
Theory to link problem or opportunity statement............................................................................4
Evidence of knowledge of BI or data analytics systems..................................................................5
Critical analysis and justification of dashboard...............................................................................6
Conclusion and recommendation of use of BI system.....................................................................7
REFERENCES................................................................................................................................................8
Figure 1Performance analysis..........................................................................................................6

INTRODUCTION
In the present research study detail discussion is carried out on BI systems and deep
knowledge in respect to them is demonstrated. Newcastle United football club players
performance is analysed and reasons behind club poor performance are find out. At end of the
report, recommendations are given to solve problem.
Introduction to problem or opportunity statement
Newcastle United football clubs is one of the well-known football club in the UK that
played in the Premier League. Presently, Newcastle United football club ranks 13th position in
the premier league. This means that even in top 10 mentioned football league is not in. This is
one of the major matter of concern for the football club. There are number of reasons behind
such kind of poor performance and one of them is inefficient game played by attacking or any
other position in the ground (Lee, and Park, 2015). It is well known fact that Newcastle United
football club have number of players that are taken from the other football clubs. These are those
players that were injured earlier and their football club intends to test their fitness and efficiency.
This also include those players who did not perform well and just to measure their performance
given for some time period to the Newcastle Football club. Thus, such kind of strategy proved
very dangerous for the Newcastle United football club (Negash, 2014).
This may be main reason behind poor performance of the football club. In the present
research study main focus is on performance of varied groups of players like defender and
forward etc. By doing analysis it will be identified that which side is performing best and which
not. By working on inputs Newcastle United football club can pay attention on the efficiency of
the specific players and can improve performance to great extent. Data is clearly indicating that
mid fielders of the Newcastle United football club are really performing well then forward and
defenders on the number of areas. Thus, it can be said that Newcastle United football club need
to do a lot of hard work to improve its players performance.
In this regard, it can time to time organized training programs and can show videos to the
players about their performance on the ground. By doing so, loopholes in the players
performance can be highlighted to them (Dhar and Stein, 2017). This effort will indicate players
about areas where they need to work to improve their performance. Moreover, team coach also
gets an input about direction where he must work on the players in order to improve team

performance. Thus, it can be said that there is huge significance of the Business intelligence
systems and other tools because by using them specific business problem can be tracked and
solution to that specific problem can be easily identified and solved in proper manner.
Theory to link problem or opportunity statement
As mentioned above one of the main issue is that players are not performing well and due to
this reason Newcastle United performance become poor and struggling even to reach in top 10.
This problem can be solved by following Human resource management theory which is AMO
theory. Here, AMO stands for ability, motivation and opportunity. This theory states that there
are three independent work systems components which play’s a lead role in developing
employee characteristics. It is the employee characteristics that create opportunity or destroy
same for the company (Rud, 2019). As per this theory, interests of any organization are served in
proper manner when that company have employees with ability to do complicated things in
effective manner, motivated to undertake risk and performing responsibility and opportunity. If
employees will have ability then in that case company will be able to achieve even impossible
tasks. This is evident from varied companies that start initially at small level but in few years
comes in position where they can lead an industry. It is the employee’s ability that bring that
small firm to number one position.
In same way, if Newcastle United football club if will pick players that have ability to
perform in any situation its performance can be improved. Moreover, if Newcastle United will
work on its employees then in that case their ability can be improved and performance can be
bringing in line to expectation. On other hand, if motivation level of players will be improved
then in that case they will surely do well. It is usually observed that sometimes employees are not
praised and not motivated and due to this reason, they failed to perform well at the workplace. In
case of Newcastle United same thing applied. They pay many players above market value, on
other hand, they pay many players below market value which demotivate who is performing well
and receive less pay then market value. Thus, Newcastle United must revise pay structure and
reduce pay of those who failed to perform and increase for those who give exceptional
performance. This will motivate everyone to give their best for Newcastle United football club.
Opportunity is another factor that greatly affect any business firm. If employees working in
an organization are not doing well then it may because they are not getting an opportunity to

groom themselves or to improve their skills. Lack of opportunity create bad image of the firm
among the employees and ultimately latter one does not give desire performance (AMO theory:
Ability, motivation and opportunities., 20190. Thus, Newcastle United must give opportunity to
its players and according to their ability must rotate on defenders, forward and middle group that
operate on playground during game. This will give players an opportunity to show their best
talent and use entire energy for benefit of club and their career as football club. Thus, by work
on AMO theory Newcastle United can do best utilization of its players on ground and can
improve performance to great extent.
Evidence of knowledge of BI or data analytics systems
Business intelligence is the one of the fastest growing domain that assist business firms a lot
in making business decisions. Now a day’s business environment and situation become very
complex as business is affected by multiple factors. It became hard for the managers to identify
which factor and to what extent is affecting business performance. It is also hard for the
managers to identify a time on which these factors affect business firm. Business intelligence is
basically used by the firms to make real time business decisions. There are number of software’s
that are used for business intelligence like Tableau, QlikView, Microsoft BI and Excel. Excel is
least used software for BI because it is just designed for calculation purpose (Kerzner. 2011).
This is the reason due to which most of the business firms do not prefer to use Excel as business
intelligence software.
For the business intelligence set up there is need to develop entire infrastructure. For
example, any retail company like Amazon have its website then it contains varied pixels. When
one clicks on any side of the portal these pixel fire and data goes to the Amazon cloud in the
relevant database. To the Amazon cloud database software’s are added like SQL, MY SQL and
PostgreSQL. In these software’s entire data that is in Amazon cloud can be seen by the BI
developer and analyst. Entire data is not used in the dashboards. Thus, MV’S are prepared on
PostgreSQL (Oliver, 2016). MV here stands for the materialized views which contains the subset
of the entire dataset. These subsets are connected to the BI software like Tableau and displayed
on the mentioned software. If BI developer intends then it can make changes in the SQL queries
contained by MV.
By making changes in these queries time period of which it will contain data is determined
and same will be displayed on the BI software Tableau. Thus, it is the entire structure of the

entire BI system. Important point to note is that in the entire system there is subsystem of data
processing. Amazon cloud only contain data which is unprocessed. In the software like Apache
Hadoop entire unprocessed data is processed according to set conditions.
Every minute data is combined and every hour data is combined in the mentioned software.
This indicate significance of the extent to which Apache Hadoop work deeply and accurately
data processing operations (Raynus, 2011). From Hadoop data goes to Amazon cloud and from
there in PostgreSQL and then to Tableau where user on real time basis observed performance of
the business and make decisions on time. Thus, it can be said that there is huge significance of
the BI for the business firms.
Figure 1Performance analysis
Critical analysis and justification of dashboard
In the dashboard main focus is given on the performance of the defenders, forward and mid
fielders during played football matches. In the dashboard charts are arranged in the sequence
which can tell a story about the BI issue. In the dashboard first chart reflect the passes that are
made by the defenders, forward and mid fielders. Defender make total of 10,727 passes, forward
make total 5330 passes, goal keeper make total of 316 passed and mid fielder make 7396 passes.
In case of mid fielder and defender cross accuracy is 277 and 195.

On front of goals it can be observed that forward make 59 goals, defender make 10 goals
and mid fielder make 12 goals. In respect to shooting accuracy limited data is available, forward
total shooting accuracy is 383 and mid fielders shooting accuracy is 406.
Now on comparison it can be seen that mid fielders make total goals 12 and forward make
total goals 59. There is huge difference between goal number of both position and it will be,
because midfielders just make passes and making goals is primary responsibility of those that
played on forward team. Interesting fact is that shooting accuracy of mid fielders is higher then
forward as per cumulative values that are given on the chart. Midfielder shooting accuracy score
is 406 and forward shooting accuracy score is 383. In case of passing it can be observed from the
given chart that defender make total of 10727 pass, forward make total of 5330 pass, goal keeper
makes 316 and mid fielder make total 7396 pass. Facts indicate that defenders make number of
passes more then mid fielder but cross accuracy is much higher in case of mid fielder 277 and
same in case of defender is 195. This reflect that mid fielders are making less passes but
accuracy level is so higher then defender. Hence, defenders are giving inefficient performance.
Conclusion and recommendation of use of BI system
On the basis of above discussion, it is concluded that there is huge significance of the BI
system for the firms because it assists them to make accurate business decisions. It is
recommended to the Newcastle United that it must conduct training programs for its players and
must shuffle them to new roles and responsibilities. On basis of facts obtained from BI system
Newcastle can identify that which player improve its skills and efficiency. In this regard relevant
values must be recorded on daily basis on Google sheets and same must be connected to the
Tableau. By doing so in better way tracking can be done and performance can be analysed.

REFERENCES
Books and Journals:
Lee, J. H., and Park, S. C. 2015. Intelligent profitable customers segmentationsystem based on
business intelligence tools. Expert systems with applications. 29 (1), 145-152.2.
Negash, S. 2014. Business intelligence. Communications of the association forinformation
systems. 13 (1), 15.3.
Dhar, V., and Stein, R. 2017. Seven methods for transforming corporate data into business
intelligence (pp. 126-148). Englewood Cliffs, New Jersey: Prentice Hall.4.
Rud, O. P. 2019. Business intelligence success factors: tools for aligning yourbusiness in the
global economy (Vol. 18). John Wiley & Sons
Kerzner, H. 2011. Project Management Metrics, KPIs, and Dashboards. NewJersey: John Wiley
& Sons.
Oliver, P. 2016. Devloping Global Management Competencies - Analytics.Edinburgh Gate:
Pearson Education Limited.
Raynus, J. 2011. Improving Business Performance Management. London: CRCPress Taylor &
Francis Group
Online
AMO theory: Ability, motivation and opportunities., 2019. [Online]. Available through:<
https://study.com/academy/lesson/amo-theory-ability-motivation-opportunities.html>.