My guest on this episode is my former Golf Channel colleague Justin Ray, who is now the Head of Content for Twenty First Group, a company that bills itself as a "sports intelligence agency." From their website: “Performance analytics enables us to drive sporting success for athletes, teams, leagues and investors, and enable brands, broadcasters and rightsholders to tell unique stories to their fans." Justin and Twenty First Group help those entities turn data into an action plan. The desired outcome depends upon the client; the goal might be to win more games, sell more tickets or sponsorships, or reach a larger audience. This an emerging area of sports media, one that receives little attention but has enormous impact on what you see, hear, and read. Justin and his team are at the tip of the spear.