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Put your business first with data analytics


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Adam Foster : Group Executive - Sports Practice

Adam Foster : Group Executive – Sports Practice

Whether in your contact centre or on the road with your cycling team, accurate insight keeps you ahead of the pack


When Dimension Data announced our title sponsorship of an up-and-coming cycle team from Africa, now called Team Dimension Data for Qhubeka, the core management of this team and many of their riders had been working together for almost a decade.

The value that the team places in historical data is huge. It allows them to analyse the long-term impact of fatigue, a rider’s optimal weight, hydration levels, and speed linked to position on the bike and clothing choice. It also assists both individual and team performance and provides valuable insights into injury prevention, talent identification, and long-term performance sustainability.


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Marginal gains

In 2012 British Cycling’s Sir Dave Brailsford coined the term ‘marginal gains’ – the philosophy that if you focused on improving each aspect of your performance by only 1–2%, the overall consolidated improvement was significant. Since its success, this philosophy has been widely adopted by sports teams around the world.

The marginal gains concept is reliant on the availability of accurate data for making informed decisions. When you get behind the scenes in cycling, you realise that detailed complex data is available across many channels, yet it’s often necessary to manually manipulate it to make it relevant.

Principles for success

In cycling, great efforts are made to understand these different data sources. These produce significant insights which lead to marginal gains, optimised performance, and ultimately success. And the very same principles apply for your business.

If you want to compete in the modern world, historical and real-time analytics are no longer just a consideration, they’re a necessity. Historical data is potentially more important than real-time information, as it allows for a truly informed opinion.

Cycling may not have the funding that many other sports enjoy, but it has access to rich and diverse performance enhancing information. With the right technology and approach, your business too will benefit from the insights big data and analytics bring.


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