Are We Really Understanding Football?

I don't think at any stage we're ever trying to reinvent the wheel in terms of the way that we're either playing or understanding or interpreting football. What we need to do is again align the analysis with the way that decision makers and people within a football club are actually communicating football. So I think it's really healthy to consider analytics as a process and as insights rather than this one sort of fixed moment in time when you can get all these answers. As the data gets richer, as the coaches and the decision makers understanding of the data and the tactics are changing as well, it's this continually shifting cycle in this moving piece. It's an exciting space as it continually evolves.