AD360 Podcast: “Data Informed Decision Making”
Host: PlayOn Sports
Guests: Former Athletic Directors Greg Vandermayde (“A”) & Scott Rosenberg (“B”)
Date: September 4, 2025
Overview
This episode of AD360 offers a detailed look into how high school athletic directors (ADs) can use data to drive smarter, more impactful decisions for their athletic programs. Greg Vandermayde and Scott Rosenberg draw on their extensive experiences to discuss the ever-evolving role of data—from ticket sales to social media analytics—and how it helps balance tradition, gut feeling, and informed innovation in high school sports leadership. Their conversation covers real-world stories, practical tips, and emerging trends, making it a must-listen for anyone invested in school athletics management.
Key Discussion Points & Insights
1. The Shift From Gut Instinct to Data-Informed Decisions
- Theme: The profession is moving from “this is what we've always done” to using real metrics to guide actions (01:13–02:58).
- Greg: “Now we can actually have some real numbers to help guide some choices.” (01:13)
- Scott: The difference between being ‘data-driven’ and ‘data-informed’—not losing the value of experience, but empowering it with numbers.
2. Leveraging Ticketing and Concessions Data
- Budgeting & Staffing: Use historical ticket sales to plan for attendance, security, and staffing, moving from gut feelings about rivalry games to hard numbers (03:21–07:48).
- Concessions Tracking: Platforms like GoFan boost sales and help monitor inventory to reduce waste.
- Scott: “…keeping track of stock or inventory is really helpful. Like, you know that you're selling more peanut M&Ms than regular M&Ms…” (04:20)
- Scheduling Insights: Analyzing data helps schedule major events (like homecoming) to maximize attendance and revenue.
3. Streaming Analytics as a New Engagement Metric
- Comparing Live vs. Online Audiences: Streaming data shines light on preferences (e.g., weather impacts, timing, sport-specific consumption) (08:41–13:35).
- Driving Sponsorships: Viewer numbers become a powerful negotiating point when placing ads on streaming platforms.
- Greg: “…you have those watermark ads…you can actually have legitimate conversations with companies and talk through them and be like, ‘Hey, for these events, here's how many streams we typically have.’” (10:40)
- Scheduling & Promotion: Data helps optimize event timing and promotional efforts. It can even guide when to feature student-run broadcasts for maximum exposure.
4. Social Media Analytics: Meeting Fans Where They Are
- Platform Shifts: ADs must track evolving audience engagement (Twitter/X, Instagram, Facebook, TikTok) and invest energy where students and parents actually interact (14:21–17:12).
- Measuring Engagement: Numbers help pivot strategies (e.g., moving from Twitter to Instagram takeovers).
- Scott: “We all know they [ADs] are completely limited in time. So…where are the eyes?” (14:21)
5. Attendance Patterns: From Planning to Facilities
- Year-over-Year Trends: Tracking attendance by sport and season reveals successes and opportunities for improvement, and helps make the case for facilities upgrades (17:30–22:01).
- Operational Efficiency: Data-guided decisions on opening/closing bleachers, assigning staff, or arranging parking can save time and money.
- Greg: “It gives you some ammunition…here’s where we need to start making some facility improvements because we’re seeing legitimate growth in this area…” (19:11)
6. Balancing Data and Institutional Knowledge
- Data-Informed, Not Data-Driven: The most effective ADs combine analytics with professional intuition, especially as they gain more experience (22:31–25:29).
- Scott: “…you may need to be more data driven at the beginning just because you may not have the right gut instincts…” (23:04)
- Validating Decisions: Data can justify decisions or prompt a double-check of instincts before acting.
7. Measuring Broader Program Impact
- Beyond the Numbers: Ticketing types, student attendance, and even academic performance can be tied back to athletics engagement (25:49–30:54).
- Survey Tools: Gathering feedback via post-event surveys helps fine-tune event management and community outreach.
- Greg: “I’d be on the field and I’d look up and be like, ‘Pretty decent night.’ And then I’d go back and look at the numbers and—wow—we were way lighter in the student section…” (26:07)
- Community Engagement: Data supports sponsorship pitches and assesses the value of community partnerships.
8. Tools & Platforms for Data Collection
- Top Tools Discussed: Ticketing and streaming platforms (e.g., GoFan), surveys (for students and parents), athletic performance and training tracking (31:13–33:35).
- New Frontiers: Injury tracking software and platforms measuring student workload/recovery.
9. Common Mistakes in Using Data
- Too Many Metrics: Focusing on everything dilutes decision-making (34:03–36:13).
- Ignoring Context: Numbers must be interpreted within external realities (e.g., weather’s impact on football attendance).
- Inconsistency: Data must be tracked consistently across years and programs to ensure meaningful analysis.
- Scott: “…if you use [data] only to benefit you…there’s bias implicitly built in…” (36:38)
- Avoiding Hard Truths: Using numbers only to confirm bias, rather than challenge complacency.
10. Emerging Data Sources & Trends
- Advanced Scheduling Analytics: Using years of competitive, travel, and attendance data to build optimal schedules and enhance playoff positioning (38:13–42:34).
- Athlete Performance Monitoring: High school programs now use wearables (e.g., GPS on soccer cleats), apps measuring training load, and injury prevention systems—technology once reserved for pros.
- Scott: “…my little guy [has] a tool that…tracks how many times [he] used [his] left foot versus right foot…what was your top rate of speed…” (39:20)
- Automated Content Creation & Recognition: AI will help generate game stories and select top athletes/conferences with greater accuracy.
Notable Quotes & Memorable Moments
“Now we can actually have some real numbers to help guide some choices.”
—Greg Vandermayde (01:16)
“The most important thing: people figure out for themselves…who are you gonna be and what are you gonna do with the numbers?”
—Scott Rosenberg (02:44)
“You’re almost running your own little tiny convenience store…you don’t want to waste anything.”
—Greg Vandermayde (05:18)
“Where are the eyes? You always want to meet the kids, the parents, the communities where they live.”
—Scott Rosenberg (14:35)
“…data informed mantra to me is where I lean as opposed to, like, data driven.”
—Scott Rosenberg (22:56)
“There’s liars, damn liars and statisticians.”
—Greg Vandermayde (37:21)
“It’s a large world out there of data, and you can definitely utilize that if you put the time in and know how to use it.”
—Scott Rosenberg (33:35)
Timestamps for Important Segments
| Timestamp | Segment | Topic Summary | |------------|----------------------------------------|-----------------------------------------------------------| | 01:13 | Introduction to Data in AD Decision-Making | The shift from tradition/gut to data-informed choices | | 03:21 | Ticketing & Budgeting | Planning staff, revenue, and events with attendance data | | 05:18 | Concessions | Inventory tracking and minimizing waste with data | | 08:41 | Streaming Data Analysis | Comparing live vs. online, driver factors, sponsorship | | 14:21 | Social Media Analytics | Meeting students/parents on right platforms | | 17:30 | Attendance Patterns | Yearly trends, facilities planning, stadium management | | 22:31 | Data vs. Institutional Knowledge | Balancing numbers with on-the-ground experience | | 25:49 | Broader Impact Metrics & Surveys | Student engagement, academic links, community ties | | 31:35 | Tools & Platforms | Surveys, injury tracking, performance monitoring | | 34:03 | Common Mistakes | Overanalyzing, lack of context, bias, inconsistency | | 38:13 | Emerging Data Trends | Scheduling analytics, athlete tracking, AI content |
Final Thoughts
Greg and Scott illustrate how today’s AD must blend data acumen with leadership instincts to make ethical, impactful decisions for student-athletes and communities. Data tools—once exclusive—are now accessible, and the key is to use them wisely: pick focus areas, stay consistent, apply context, and always balance the numbers with real-world experience.
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