Note that, from the 11th attempt onwards, the semi-finals became common for the team. If we consider the concept of the learning curve, Manchester City seems to be finding its “formula for success” at a similar pace to its London rival. There is no certainty that the title will come this season, but the numbers prove that the work is on the right track.
Human analysis of data is vital, but critical guesswork threatens
Great results in Digital Marketing require human creativity in the analysis and application of the data obtained . And in football this is no different: all the reports and studies carried out by performance analysts would be useless without people capable of synthesizing this information and transmitting it to the players.
Understanding this dynamic has made Guardiola a great coach. He is obsessed with personalizing the experience and constantly changes his lineups. “The movements are different, the players are all different, with different personalities,” Pep said in April last year.
The European title is the key result that Guardiola needs to line data end the doubts about his success at Manchester City . He has worked hard for years with extraordinary performance indicators, the team is maturing and now the team still has the young goalscorer Haaland as the possible decider of the balls that have not gone in the goal in recent seasons.
To honor its leading role in data intelligence, Manchester City must continue to make only occasional adjustments. At least until the current coach wants to stay at the club.
However, some commentators have highlighted Guardiola's overthinking as a confession of weakness: “Guardiola admits to overthinking Champions League”.
UOL columnist André Rocha , after the defeat to Chelsea in the Champions League final, was able to reduce the Catalan's competence. "And Pep Guardiola once again proves that he is essentially a league coach, with points", said André.
These statements are even understandable in the football business due to the great influence of emotion in the sport. Sports commentators speak to the immediacy of fans regarding the victory of their favorite teams.
As in Digital Marketing, football also needs data
If these arguments are not balanced with a good dose of data science, they can become catalysts for mistaken dismissals and cancellations, which end up ignoring work with great results. Guesswork and immediacy can take a heavy toll and invalidate all the actionable insights produced by data intelligence.
Unfortunately, in the business world there are also those who, like Guardiola's critics, underestimate the power of data intelligence.
Imagine this situation: after a few months of getting to know the target audience through campaign results, sales conversions start to increase, albeit slowly. But the company's board of directors – in a hurry and with some strategic shortsightedness – decides to ignore the actionable insights and imposes a drastic change in the creative direction of the campaigns, including dismissing data analysts, creative professionals and dismissing management or changing the Digital Marketing agency.
The pressure to get results “yesterday” calls into question all the learning obtained up until then. Without considering the vision of the process, the actions cease to be strategic and the probability of obtaining frustrating results increases.
You need to know how to read data
But there are those who cultivate a vision beyond the obvious and the human sensitivity capable of transforming data into actions committed to the objectives of a business. While critics were blaring the failure of BBB 23 based on audience data, Renato Camargo, VP of Marketing at Pague Menos, was precise in rejecting the supposed “disaster”. According to him, despite the drop in open TV, factors such as the quality of the inserts and the national awareness of the brand – one of the sponsors of the reality show – provided records. “Pague Menos sold like never before in e-commerce”, celebrated the VP.