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Intercollegiate Forum

Colleges Trying To Bridge The Gap From Pro Teams Regarding Use Of Data, Technology

College athletics are about 10 years behind pro sports when it comes to the use of data and technology, but there is also a tremendous amount of opportunity within the college space. Speaking on Day 2 of the ’16 Learfield Intercollegiate Athletics Forum, Kraft Analytics Group CEO Jessica Gelman said, “The resources (are) real, but the challenge is putting that technology to work for you.” Kraft Analytics Group, which is in its first year of operation, has already made inroads in the college space, working with Mississippi State. “Where we would envision working with colleges is creating marketing concepts and ideas to drive the business forward,” Gelman said. “Helping to identify the top donors.” She noted that most colleges have data at their disposal, but they don’t know how to analyze that data or use it to their advantage. “It’s a real challenge,” she said. In addition, Gelman pointed to other areas of focus, including what type of person should be hired, where data is received from and goes to, and how athletic departments collect the data and then use it to their advantage. Gelman said Kraft Analytics Group, which is working with Learfield, has more than 5 million customers in its overall data warehouse. “The data warehouse has to be clean and in a good place,” she said. “We can help you think about what the information is.”

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