Wimbledon surfaces data insights for fan engagement

IBM Cognos Content Marketing Manager

The All England Lawn Tennis Club (AELTC) loves their data. During The Championships, Wimbledon, last year alone, IBM collected 4.5 million tennis data points covering every point in every match. In fact, the All England Club has data going all the way back to when The Championships started in 1877.

That’s a lot of data. But what do they do with all of it? The latest scores and news are made available to fans through and the official app. For journalists, reporters, players and coaches at SW19, Wimbledon makes rich data dating back to 1877 available through the Wimbledon Information System. And IBM also provides a service desk for bespoke reports for angles the press may want to investigate.

How do they do it?

How does the AELTC manage all that data? That’s where IBM comes in. For thirty years, IBM has been the official technology partner of the AELTC. During Wimbledon each year, a team of 48 tennis statisticians at courtside capture match data in near-real time. They hire experts –County, National and International standard – as they can read the game and be accurate around subjective points like unforced errors. A combination of IBM data scientists, Wimbledon’s digital editors and the latest technology work closely together in an on-site newsroom. Using an automated alerting system and IBM’s analytics tool, IBM Cognos Analytics, they surface the relevant facts and statistics to deliver the answers journalists are seeking, helping them create engaging stories for fans.

A BI tool for sporting stats?

It might not be an intuitive answer to employ a business intelligence (BI) platform to provide a way to report sporting statistics. But when an infrastructure architect created 120 pre-built reports and spontaneous queries in 2018, the team in the bunker had a new secret weapon in Cognos Analytics. If a journalist wanted to know the answers to even the most obscure questions, the team was able to use Cognos Analytics reports and queries to get them answers in a fraction of the time it took before.Wimbledon surfaces data insights for fan engagement

Like so many sports, tennis is a game of statistics. If you think Major League Baseball attracts stats lovers, you’ve never met a die-hard tennis fan. But you can’t argue with results. IBM Cognos Analytics turns a single person into a data-hunting superhero. In 2018, one IBM consultant answered hundreds of queries from the AELTC and worldwide media, and also provided interesting insights for use in digital content.

If Wimbledon can do it…

If IBM Cognos Analytics can do that for one of the biggest and highest-profile sporting events of the year, imagine what it could do for you and your business. IBM Cognos Analytics on Cloud is the next evolution of the Cognos Analytics the AELTC uses to glean useable information from a sea of data. No matter the size of your team – from the smallest of small businesses to the biggest enterprises on the planet – you can glean the same type of insights from your data. 

If you have your own hard questions to ask of your data, IBM Cognos Analytics on Cloud can provide, in a simple and easy-to-use interface, actionable insights in minutes. Take the guesswork out of data interpretation and remove the subtle but damaging bias from your results.   

Already easy to use, Cognos Analytics on Cloud offers one of the most straightforward on-boarding processes in the industry. You can invite up to four teammates to take part in the trial, and when you choose to purchase you can keep all your content and just carry it over seamlessly. For a high-level look at what a day in the life of a small business Cognos Analytics on Cloud user looks like, check out our new interactive experience. You can sign up for the trial and get started immediately exploring your organization’s data and gleaning actionable insights within minutes.

If the AELTC and IBM can serve the data needs of thousands, what can it do for you? Turn data into your competitive advantage.

Learn more about how IBM and Wimbledon put smart to work.