LEADING UK SPORTS ORGANIZATION UPS ITS DATA GAME TO BOOST FAN ENGAGEMENT Like any modern sports and entertainment organization, the England and Wales Cricket Board (ECB) needs to use data to drive business strategy, grow participation of players and fans, govern the game, and put the best teams on the pitch, injury free. Like many organizations, the ECB had a technology stack that satisfied business processes: systems to keep track of professional league statistics, systems for amateur teams to organize and communicate, systems for sophisticated video and data analysis for elite performance improvement and sports science and medicine. But the true value of all of these data sets is unlocked when they are integrated together and put in the hands of the people who are able to act

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