Creating a Data Experience For The Open

By Laurence Norman, VP Sports Technology, NTT DATA UK

The relationship between data and golf is clear for all to see. Players are constantly looking for ways to make incremental changes to their game that can make all the difference once they get on the course, using data to power their pursuit for perfection.

Data is not only vital for the players, but it can revolutionise the experience for fans. It is notoriously difficult to keep up to speed with all the latest developments during a tournament such as The Open, with new developments and narratives occurring simultaneously at every hole throughout a day’s play. As the Official IT Provider for the tournament, NTT DATA is working with The R&A to help elevate the fan experience by leveraging the latest technological innovations to make the most of their data.

The data experience

Fans who have been lucky enough to attend The Open will undoubtedly be familiar with the NTT DATA Wall. Standing tall in the spectator village since 2014, it provided a one-stop shop for fans to follow the latest developments from across the course.

This year, we’re taking the technological innovation from the physical NTT DATA Wall and using it to create a unique and personalised virtual data experience for fans. The NTT DATA Experience takes the concept of the NTT DATA Wall and puts it in the hands of every fan, no matter where in the world they are following the action. Over 8 billion data points are analysed, processed, and then delivered to fans over the course of the tournament, in a manner that is engaging and informative. If you want to know how Rory McIlroy’s putting average has evolved across the weekend, or understand the key facets of Jordan Spieth’s game as he looks to repeat his 2017 victory, the Data Experience is the place to go for insights.

Personalised data for every fan

Moving the NTT DATA Wall online has opened up the possibility of providing a personalised experience for fans. With the My Newsfeed function, fans will be able to access their personalised news feed to keep them abreast of the latest developments from across the course in real-time. Fans will be able to pick any number of players they’d like to follow, whether it’s the current leader, the closest challengers or their personal favourites, and NTT DATA’s technology will provide tailored updates for the selected players over the course of the Championship. These updates will be presented as graphics, text updates, and video highlights, incorporating statistics such as putting averages, driving averages and head-to-head comparisons with other competitors. By presenting this data in an engaging and easily digestible manner, we can embellish the fan experience and capture the excitement of The Open as it unfolds.

NTT DATA has worked with The R&A since 2013, and this year sees an exciting new step forwards in our partnership. Whilst the new online data experience may not be as physically immense as the NTT DATA Wall, it goes even further in delivering data to the fans, wherever they may be in the world. If you want to see the latest data for yourself, head over to the NTT DATA Experience and discover the latest updates from The 149th Open at Royal St George’s.