- [Narrator] The Seattle Seahawks have a winning strategy
for remaining a top performing team in the NFL.
- [Commentator] Wilson throws for a Seahawks touchdown!
- [Narrator] But how they're staying ahead
in the world of data, analytics and machine learning,
is what will continue to set them apart.
So how can businesses learn
from the Seahawks' winning strategy?
We sat down with Amazon Web Services to find out.
(dynamic music)
- Being able to make data driven decisions
is imperative today.
It's the survival of the most informed,
where data spreading faster than most companies
can keep track of.
Building a modern data strategy that unifies
your data lakes, data virals, and purposeful data stores,
and then adding analytics and machine learning
is helping our customers like the Seattle Seahawks
to keep a competitive edge.
The Seahawks use AWS to obtain insights
that help strengthen their team and win games.
What if it were possible to aid coaches
in identifying targeted areas for performance improvement?
Could data better motivate an athlete
to realize their potential?
- [Narrator] Such a scenario rose
from a newly recruited running back.
The coaches felt he was not exhibiting
the explosive movement that he was known for when drafted.
Part of the persuasion challenge was proving
there have been missed opportunities
to run through the hole.
The players and coaches reviewed three weeks of data,
accounting for all of his handoffs,
and were able to pinpoint specific opportunities he missed.
With that insight unveiled, the player committed
to working a little harder on those plays during practice
to see if that effort translated into games.
- Several weeks later on game day,
the running back exploded for 55 to 60 yards
to the end zone,
all starting from a data driven insight
that convinced him of the best way
he could improve his game during practice.
What if it were possible to build such a collection of data
about an organization to have a comprehensive profile
of its strengths and weaknesses,
so that stakeholders
could make informed decisions on what investments
would translate into the greatest gains.
The Seahawks built a data lakes
combining NFL Next Gen Stats player tracking
with realtime player health and performance data
to evaluate the team's strengths and weaknesses,
and use that to reinvent the way they recruit.
- [Narrator] Scouting is an exhaustive process.
It takes a lot of hours for the human eye
to consistently keep track of where a potential recruit
is in the lineup,
the number of players they're in,
which players are om the field,
the formation, the spacing,
and whether the play was properly executed.
The Seahawks use Amazon Recognition,
a deep learning image and video analysis service
to account for these considerations.
This analysis, combined with
their comprehensive team profile,
is helping scouts identify particularly
well-fitting candidates that would otherwise be missed.
- After re-imagining their approach,
the Seahawks coaching staff has been able to
make more strategic decisions about every game they play.
From how they match the players up with the opponents,
to how design and execute specific plays.
All of that gives them a competitive edge,
and creates a cycle of ongoing improvement.
Beyond sports, here are a couple of other examples
of companies that are making decisions based
on a winning data strategy.
Amazon uses data lakes and machine learning
to forecast the appropriate amount of demand
for each product,
determining how much product to purchase
and from what supplier,
place products close to the buyers,
and ensure that our systems predict
accurate product delivery times.
Carrier, the global leader of healthy,
safe, sustainable, and intelligent building
and cold chain solutions,
developed a system to give the company a 360 degree view
of its spend profile,
and then used AI and machine learning
to unlock insights from that data
to achieve efficiency improvements.
Phillips, a global leader in healthcare technology,
developed HealthSuite,
a secure and healthcare compliant digital cloud platform
that helps manage an increasingly complex
digital enrollment of data,
reaching from hospital to the home, to improve efficiency,
and transform patient and provider experiences.
We are always improving, always learning,
and our technology is learning with us.
This is going to change everything
about what we do for the better.
There are so many new innovations
that are going to be possible.
That's what drives our team.
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