From scoreboards to spreadsheets: The evolution of data in sport and business

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Key Takeawys

Elite sports teams use detailed data analysis to spot opponents’ weaknesses and improve performance — small businesses can apply the same thinking to their own numbers.
Many small businesses already check daily sales, but few dig deeper into which categories, staff or products are really driving profit.
AI and machine learning can spot patterns in sales, supplier and external data that businesses wouldn’t think to look for — flagging risks and opportunities ahead of time.
Most businesses already have a powerful data tool in Excel; as needs grow, platforms like Power BI or Tableau can combine data sources into live dashboards.
The Digital for Business programme and Grow Digital Grant — both LEO-funded for businesses with up to 50 employees — can support the next step in data analysis.

As we move into the All-Ireland Championship season, anyone following GAA or professional sport can’t help but notice the growing role of data. Commentary is full of possession percentages, distance covered, expected goals and analysis of where teams went wrong — management teams use this to understand their own play and exploit opponents’ weaknesses.

Small businesses can harness data in much the same way. In retail, many already check daily sales and compare them to the same day last year or to the previous week — useful for spotting trends, but few go further. Which categories are growing? Which staff are top performers? Which products actually drive profit, not just sales? Going deeper into what’s behind the numbers, and using those insights to act, is where the real value lies.

Until now, businesses have collected data and then decided what to analyse. With AI and machine learning, systems can spot patterns in sales, supplier and external data that nobody thought to look for — flagging risks and opportunities, or predicting when a product is likely to sell out based on seasonal trends or local events. Early adopters already have a head start; for businesses that haven’t started, now is the time to cross the data analysis digital divide.

Most businesses already have a powerful analysis tool in Excel — pivot tables, charts and formulas can go a long way. As needs grow, platforms like Power BI or Tableau can combine multiple data sources into live dashboards that are easy to interpret, and for more advanced needs, specialist data or ERP providers can support setup, integration and reporting. The Digital for Business programme and Grow Digital Grant — both LEO-funded for businesses with up to 50 employees — can support the move to more effective data analysis tools.

“Businesses, like sports teams chasing trophies, must know where they stand.”

— John O’Shanahan, LeanBPI

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