Sport and data are two areas I’m deeply passionate about. Whether it’s on the golf course or in a data-driven business, the ability to measure, analyse, and improve performance has never been more accessible. Thanks to technology, anyone can capture and analyse their own data. But the real magic happens when we move from simply collecting data to turning it into actionable insights.
In both golf and business, it’s this transformation, powered by data integration, data quality, and data management that separates good decisions from great ones.
I’ve been playing golf weekly for over a decade. Along the way, I’ve gathered a wealth of data through smart devices built into my clubs and GPS trackers. Each round gives me performance metrics, drive distance, accuracy, putting stats, and more.
This data gives me valuable self-awareness, but like most businesses, it only tells part of the story. My game is shaped by both internal factors (my swing, shot selection) and external variables and it’s by combining both that true insight emerges.
Every round of golf is unique. You never take the same shot twice, and performance depends on countless variables, such as:
Collecting data is easy; enriching it is where the value lies. Just like in enterprise data management, augmenting your data with external sources creates a complete picture. That’s where platforms like Snowflake, AWS, Google Cloud etc become game-changers.
Using Snowflake’s Data Cloud, I can bring together my personal golf performance data with third-party data such as weather, GPS, or even course elevation from Snowflake Marketplace. This data integration creates a unified dataset that’s not just clean and consistent, but ready for AI and advanced analytics.
It’s the same principle businesses apply when combining internal data (sales, operations, customer metrics) with public or third-party data to reveal hidden opportunities. Whether improving customer experiences or streamlining processes, data quality and integration are key to driving meaningful insights.
Once I’ve created this rich dataset, I can begin to ask questions like:
This is where data analysis and AI-driven insight shine. By modelling performance under different conditions, I can optimise decisions before I even step onto the course just as businesses can optimise operations with predictive analytics.
And yes, sometimes these insights give me just enough of an edge to avoid buying breakfast at the 19th hole!
For me, golf is a perfect metaphor for data-driven improvement. Both require patience, practice, and precision. You can’t control every variable, but with the right data strategy, tools, and mindset, you can make smarter choices that lead to better outcomes.
If you’re ready to explore how your business can make data work harder for you, our Data Strategy Workshop is a great place to start, designed to help you understand where you are today and how to drive measurable improvement tomorrow.