ITM 100: Data Analysis of NFL Gameplay and Fan Experience

This case study explores how the National Football League (NFL) utilizes data analytics to enhance various aspects of the game. The analysis focuses on the use of Zebra Sports Solution's tracking system and radio frequency identification (RFID) tags to collect player data, including speed, direction, an...Read More

CASE STUDY #2
DATA CHANGES HOW NFL TEAMS PLAY THE GAME AND HOW FANS SEE IT
Submitted by:
Maham Khan (500907228)
ITM 100: FOUNDATIONS OF INFORMATION SYSTEMS
Submitted to:
Abbas Keramati
Ted Rogers School of Management
September 19, 2019

1: The business intelligence system was illustrated in the case study. The National Football
League (NFL) use Zebra Sports Solution’s tracking system and radio frequency identification
(RFID) tags to collect, organize and analyze data to help the NFL teams, Next Gen Stats and
Microsoft’s Xbox One NFL app make informed decisions.
The Zebra Sports Solution technology records the player’s speed, direction, location on the field
and other movements. This data is provided by the RFID tags, which is located on the player’s
right and left shoulder pads. The RFID chips transmit data to 20 radio receivers located in
stadiums. The radios transmit data to an on-site server computer, where Zebra’s software
matches an RFID tag to the correct player or official. The football has a sensor transmitting
location data, too. In two seconds, the data is received, analyzed and transferred by motion
sensors to Amazon Web Services for the NFL.
The data is used by the NFL to evaluate players and team performance, improve training and
strategies. Also, Next Gen Stats use the data to create charts and videos to explain differences
and similarities between players, teams and games. In addition, Microsoft’s Xbox One NFL app
use the data to create a fun experience for fans.
The inputs are the data collected by Zebra Sports Solution and RFID tags. For example, the
player’s speed, direction and location on the field. The output is how the NFL uses the data to
create custom-created analytics to deliver visualizations of the data to teams, the Next Gen Stats
uses the data to create charts and videos, the NFL app on Windows 10 and the Xbox One uses
the data to create fun games for fans and the data transmitted to the giant display screens in the
arena.
2: The systems support the manufacturing and production business function. The data collected
and analyzed help NFL teams create an effective game plan. It helps teams evaluate players and
team performance as well as make good decisions regarding whether it would be better to press
forward in a fourth-down situation and, which type of defense and offense strategy should be
implemented. In addition, it helps teams create new training programs for athletes to improve
their performance. The systems support the sales and marketing business function, too. For
example, the NFL Next Gen Stats use the data to create and display charts and videos to explain
the differences and similarities between players, teams and games. This is a good marketing
strategy because fans are always interested in receiving additional information about their

favourite players, teams and games. To add on, the NFL use the data to create exciting and
appealing social media posts to promote the games. This is a great marketing strategy, too,
because almost everyone is active on social media. Hence, fans are more engaged with NFL and
look forward to new updates. In addition, the NFL app on Windows 10 and Xbox One is a great
experiential marketing strategy because fans are more involved and interested in the game. Also,
the data are transmitted to giant display screens, which makes the game more entertaining.
Ultimately, these marketing strategies lead to an increase in ticket sales. Moreover, the systems
support the human resources business function, too. The data collected help teams decide if they
should hire its own data analyst, a new player or coach. Furthermore, the systems support the
finance and accounting business function, too. The Zebra Sports Solution’s tracking system helps
the NFL save millions of dollars on creating commercials because social media, websites and
apps are effective marketing strategies and cost efficient. Also, the tracking systems help the
NFL save money on labour because the technology replaces human to perform many jobs.
3: The data about teams and players captured by the NFL help NFL football teams make better
decisions regarding training. Based on the data, players and team performance are evaluated. The
evaluation reveals the player’s and team’s strengths and weaknesses, which allow teams to create
new training programs to help players learn new skills and tactics. For example, it helps players
understand “whether it is better to press forward or to punt in a particular fourth-down situation”.
Also, the data help coaches create an effective game plan. For example, based on the opposite
team’s data provided by NFL, teams are able to make better decisions regarding which defense
and offense strategy would be the most effective and should be implemented.
4: The data helps NFL and its teams improve the way they run their businesses. Based on how
many tickets are sold and how many people watch the game at home affects the TV and digital
media deals NFL makes. For example, if the games are very popular, the more sponsorship deals
NFL can attract. Also, NFL can increase the ticket prices, too. In addition, based on how popular
the games are, NFL has to invest more money in their app on Windows 10 and the Xbox One to

create new versions. To add on, NFL can charge companies more money to run their
commercials during the game based on attendees and online viewers.