Data a huge part of football but no magic winning formula

You need data and information to help you ask the right questions but in the end hard work, togetherness and luck will be part of the answer

ANYTHING CAN HAPPEN: 'On any given day any team has a chance to win. Look at Liverpool, who beat the league champions then lost against the team at the bottom of the table in successive weeks this month'. Pic: Richard Sellers/PA Wire

I accidentally stumbled into the world of entrepreneurship and the internet in the late 1990s.

We created businesses that relied on data and upended a marketing orthodoxy made famous by John Wanamaker when he said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”