Sport Data Analytics and Social Media: A Process of Digital Transformation

Abstract

This chapter reviews the growth of data analytics in sport by taking a social media perspective. There has been an emphasis on the use of real-time statistics by sport organizations in order to increase their performance in the marketplace. This has been made possible by increased emphasis on technological innovations that enable data analytics to be conducted. The current developments and areas of application to the sport industry are stated and prospects for future advancement noted. This includes a focus on emerging trends in artificial intelligence and social media marketing. A concluding section focusing on the implications of current research and practice stresses the need for more novel approaches to be used.

Citation

Ratten, V. (2020), "Sport Data Analytics and Social Media: A Process of Digital Transformation", Sport Entrepreneurship, Emerald Publishing Limited, Leeds, pp. 107-119. https://doi.org/10.1108/978-1-83982-836-220201016