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SXSW Interactive 2014

Fanalytics: How to Get Moneyball on Anything

Lee Mooney has a passion for data. By day, he’s an analyst at Barclays Bank in London. By night, Lee is a serious fan of UK soccer. He began asking himself questions about how teams were allocating their budget, how players were performing, and how well certain investments were paying off for his favorite teams. Using free tools and public data sets, Lee started answering these questions and posting his analyses on a blog. Today, some of the top teams in soccer use Lee’s models to make decisions, and his blog has been called “Moneyball for soccer.” In this session, Lee will tell the story of how he went from being a fan to a “fanalyst,” and how any Excel user can rapidly become a fanalyst, data journalist and a wanted resource.

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  1. I’m obsessed with a sport/topic/industry and I’m also really into data – how do I even begin the process of becoming a “fanalyst”?
  2. I’m a blogger or a journalist and I want to stand out from the crowd – what exactly is data journalism and how can it help me drive traffic, page views and time on site?
  3. I don’t have a million dollars to invest in expensive analysis tools, and I don’t know how to write code -- how can I build interactive analyses, and post them on my website, with free tools and data sets that anyone can use?
  4. How did Lee go from being an everyday blogger to an in-demand resource for a major sports league?
  5. Who’s the most underpaid player in all of soccer?


  • Lee Mooney, Visual Analytics Manager, Barclays


Jan Robertson, Marketing Events Manager, Tableau Software

Meta Information:

  • Tags: data, sports, journalism
  • Event: Interactive
  • Format: Solo
  • Track: Content and Distribution
  • Level: Intermediate
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