Numbers on the mat

Posted: 1/16/2019; Last Edited: 1/16/2019

By Coach Ryan


Mind Blowing Quote: “The goal is to turn data into information, and information into insight.” – Carly Fiorina, former executive, president, and chair of Hewlett-Packard Co


A few years ago, I decided to make data a part of my personal branding. My resume is chock-full of it. Why? Because people love results. The world is moving much faster today than it was even five years ago. People must consume more and more information everyday to make the best decisions. As a result, people are looking for the highlights. It is not much different than the younger crowd with sports. They don't want to watch the whole game; highlights via social media will do just fine. You can’t ignore this change in society, or else you will be left behind. You must adapt and find a way to shine brighter among all the other stars. Data is an opportunity to shine brighter. While it does not/should not be at the center of everything you do, data analysis can be a tool that sets you apart from the rest while also helping you solve problems within your own team.

At first thought, you might balk at the idea of using data analysis within cheerleading, and I understand this. Coaching is about positively affecting young student-athletes' lives; not crunching numbers. But if you set your doubts aside for one minute I believe you will see the potential for data within our sport. Baseball, basketball and now even football are all jumping onto the big data train. For many, numbers are intimidating and collecting data takes time. No one wants to do math and coaches are pulled in a million different directions as it is. If you are able to buy into the metrics, you will see an increase in success and you will learn how to invest your time more efficiently. Data can bring your team to the next level.

This blog will introduce you to basic concepts of analytics; providing some brief explanations and definitions of common jargon used within the industry. I will also present some ideas on how data could be used within the sport.


Definitions

Analytics, metrics and Key Performance Indicators (KPIs) are defined below by Acadia Otlowski at HIPB2B:

Analytics:

"Analytics are when data is used to answer specific, business-related questions. Data is collected and used for learning about one specific thing, how it works, its parts, etc."

    • Example: Analytics can help answer a question like, “Which social media platform should we use to promote our clinic?”

Metrics:

"Metrics are a standard of measure that involves using numbers to come to conclusions and focus on counting and tracking the data you have to get a better view on what’s occurring in an organization."

    • Example: The number of attendees to your clinic.

Key Performance Indicators (KPI):

"They are progress markers that tell you whether or not you are on track to meet your goals."

    • Example: The percentage of clinic attendees who said they saw your team’s clinic marketed on the chosen social media platform.


Possible Benefits within Cheer

Injury Prevention:

    • Analytics: Historically, what is the most common injury on your team?
    • Metrics: The amount of time dedicated to prevent that specific injury, either in the weight room or through coaching
    • KPI: The number of cases that season for the targeted injury (that possibly could have been prevented)

Game Day Performance:

    • Analytics: Which skill during the summer gave your team the most trouble?
    • Metrics: The number of times a specific skill is performed successfully and the number of times the skill is not performed successfully in practice
    • KPI: The percentage of success for hitting the targeted skill during games

Fan Experience:

    • Analytics: Historically, which social media platform has the highest number of brand mentions on social media?
    • Metrics: The number of brand mentions on different social media platforms
    • KPI: The number of followers as compared to the number of brand mentions year over year

Fundraising:

    • Analytics: What is the typical life cycle of a donor for your team?
    • Metrics: Donor retention rate
    • KPI: Percent of donors giving 5+ years consecutively

Nationals:

    • Analytics: Based off last year’s routines, which stunt skills bring the most amount of points?
    • Metrics: (In this case, the KPI is the metric as well)
    • KPI: The team’s stunt score for the coming season


Last Thoughts

When working with people and numbers, it is very important that you do not confuse the two. When you set KPIs for your team remember that your job is much more than meeting those numbers. Data simply serves as a guide.


Conclusion

Cheer is commonly thought of as a sport that has to do with more qualitative measures, but you can use quantitative measures to effectively lead your team. Try to brainstorm ways that data could help your decision-making as a coach. BEGIN TO THINK OUTSIDE THE BOX! Using data analytics can help you determine what goals to set for your team each year. Data recorded in real time can be compared to years prior to show you what changes could be implemented; putting your team ahead of the game.