This module focuses on data-driven analysis and practical problem-solving in the sports business using modern BI and AI tools. The emphasis is on applied use of existing analysis, forecasting, and automation solutions without requiring advanced programming skills. Topics include advanced application of BI tools, fan and CRM data analysis for marketing and segmentation, KPI interpretation for scouting, match analysis, and sponsorship performance, as well as the use of pre-built forecasting models and selected AI applications. The course also covers simple automation solutions in areas such as ticketing, reporting, and merchandising, basic ethical and data protection considerations for AI use, and best practices and tools from clubs, agencies, and SportTech start-ups.
- Use BI tools like Power BI or Tableau to create clear dashboards
- Analyze fan and CRM data to support marketing and segmentation decisions
- Interpret KPIs from scouting, match analysis, and sponsorship effectively
- Apply pre-built forecasting models and AI applications in practical scenarios
- Implement simple process automations in ticketing, reporting, or merchandising
- Plan and execute a structured mini-analytics project
- Consider basic ethical and data protection requirements when handling sports data and AI
- Apply best practices from sports organizations and SportTech companies to their own analysis projects