Harnessing Tennis Data to Grow the Sport and Ensure Longevity with Brooke Austin

Data Driven Leadership

For decades, the tennis industry lacked real-time data.

Strategic decisions were made based on annual reports, creating lags in insights and inefficiencies.

However, within a year United States Tennis Association Director of Digital Business Development Brooke Austin and her team initiated USTA Connect, a digital, data-driven platform gathering real-time data from players, retailers, and manufacturers.

What seemed an insurmountable challenge evolved into an actionable game plan, benefiting not just the USTA but the entire tennis community.

Resultant Engagement Manager Mary Catharine Grau also joins the episode. Here are some key takeaways from Mary Catharine and Brooke:

1. Align Data Strategy with Core Mission: Ensure your data strategy serves your overarching mission, whether enhancing customer experience, optimizing operations, or exploring new market opportunities.

2. Iterate and Adapt Quickly: Collect early feedback, adapt tools, and refine processes as you go.

3. Bridge Industries with Collaborative Data: Breaking down silos and fostering data-sharing relationships can lead to industry-wide advancements in any sector.

Listen to the full conversation to hear the details about how USTA has developed a data-centric culture.

In this episode, you will learn:

• How to harness the power of real-time data for decision-making
• How data can unite stakeholders toward a shared goal
• The importance of re-evaluating data strategies based on user needs

Things to listen for:

• [00:00] An introduction to the episode
• [04:43] USTA Connect revolutionizing tennis data
• [08:40] Evolution of USTA’s data collection
• [12:44] Aligning all stakeholders with a common goal
• [18:00] How launching new platforms can bring doubts
• [20:02] Data is versatile and essential for growth
• [23:02] Stay true to data strategy and prioritize purpose