Case Study 2: Building a College Football Analytics Program from the Ground Up
Profile: Marcus Thompson
Background
Marcus Thompson is the Director of Football Analytics at a Power Five university. He didn't just get a job—he created one. His story shows how entrepreneurial thinking, strategic relationship building, and demonstrated value can create opportunities that don't yet exist on paper.
The Journey
Starting Point: Graduate Student with a Vision
The Context
When Marcus arrived at State University for his master's program in data science, the football program had no analytics staff. Like many programs at the time (2016), they relied on traditional statistics and video analysis, with occasional spreadsheet projects by graduate assistants.
Marcus saw an opportunity.
The Pitch
Rather than looking for an existing job, Marcus approached the football program with a proposal:
"I told them I'd work for free for a semester. I'd do one project—analyze our red zone efficiency compared to conference opponents. If they found it valuable, we could discuss continuing. If not, no harm done."
The defensive coordinator agreed to the experiment.
Phase 1: The Unpaid Pilot (Semester 1)
The Project
Marcus delivered a comprehensive red zone analysis:
- Compared team's red zone offense/defense to all conference opponents
- Identified specific play-calling tendencies that were exploited
- Created visualizations coaching staff could use in meetings
- Presented findings in person to defensive coordinator
The Outcome
"Two things happened that changed everything. First, the DC started using my charts in his meetings. Second, he mentioned my work to the head coach. A week later, I was presenting to the entire offensive staff about their tendencies."
Key Insight: Value demonstration trumps credentials.
Phase 2: The GA Position (Year 1-2)
Making It Official
Based on the pilot's success, the athletic department created a graduate assistant position for Marcus:
- Stipend: $12,000/year plus tuition waiver
- Responsibilities: Analytics support for football program
- Reporting: To Director of Player Personnel
Building the Foundation
With official status, Marcus could access more data and attend team meetings:
Year 1 Accomplishments: - Built automated data pipeline from conference stats - Created weekly opponent tendency reports - Developed EPA tracking for practice efficiency - Presented at staff meetings regularly
Year 1 Challenges: - Earned skepticism from some coaches - Limited budget for tools ($2,000/year) - Balanced with graduate coursework - Had to prove value constantly
"Some coaches thought I was just a 'computer guy' who didn't understand football. I learned to speak their language. Instead of 'EPA,' I'd say 'play quality.' Instead of statistical significance, I'd say 'this pattern is consistent.' Meeting them where they were was essential."
Year 2: Growing Credibility
By the second year, Marcus had established himself: - Coaches proactively asked for analysis - Traveled with team to away games - Contributed to game preparation process - Began working with recruiting
Key Project: Fourth-down decision card Marcus created a laminated decision reference card that the head coach carried during games. When the coach publicly credited "our analytics work" in a press conference after a key fourth-down conversion, Marcus knew he'd broken through.
Phase 3: The Full-Time Role (Year 3-4)
The Proposal
As Marcus completed his master's degree, he proposed converting the GA role to a full-time staff position:
The Business Case: 1. Demonstrated value through two years of work 2. Competitive analysis showing peer programs with analytics staff 3. Cost comparison: One full-time analyst vs. consulting alternatives 4. Specific projects only possible with dedicated staff
The Result
The athletic department approved a full-time position: - Title: Football Analytics Coordinator - Salary: $55,000 - Budget: $15,000 for tools and data - Direct report to head coach
Expanding Scope
With full-time status, Marcus could tackle larger projects:
- Recruiting Analytics: Built prospect evaluation scoring system
- Performance Tracking: Integrated GPS/wearable data with practice analytics
- Game Planning: Created comprehensive opponent analysis packages
- In-Game: Deployed tablet-based win probability displays
Phase 4: Building the Team (Year 5+)
Growth
Success bred opportunity. After the team's best season in a decade (which coaches partially credited to analytics-informed decisions), the program invested further:
Current State: - Team size: 4 full-time staff - Budget: $200,000+ (including staff salaries) - Technology: Professional-grade tools and data subscriptions - Influence: Analytics represented in all major decisions
Marcus's Current Role: - Title: Director of Football Analytics - Reports to: Head Coach and AD - Responsibilities: Strategy, team leadership, key decisions - Salary: $125,000
Key Strategies for Creating Opportunities
1. Start Before You're Ready
"I didn't wait for a job to be posted. I created value first, then the position followed. Most programs don't know they need analytics until they see what it can do."
Tactic: Offer to do a single project for free. Low risk for them, high potential for you.
2. Speak Their Language
"Coaches care about winning games, not p-values. I learned to translate everything into terms that connected to their goals."
Tactic: Learn football strategy deeply. Use coaching terminology. Frame insights around decisions.
3. Be Visible and Consistent
"I showed up to every meeting I was invited to. I delivered every report on time. I built trust through reliability."
Tactic: Consistency builds credibility. Never miss deadlines. Always be prepared.
4. Document Everything
"I kept records of every project, every win that analytics contributed to, every time a coach used my work. When I proposed the full-time role, I had evidence."
Tactic: Track your impact. Save emails where coaches thank you. Note specific decisions influenced.
5. Build Relationships Across the Organization
"I made friends in IT, compliance, recruiting, everyone. When I needed data or resources, I had people who wanted to help."
Tactic: Be helpful to others. Build goodwill. Create advocates throughout the organization.
6. Make Your Boss Look Good
"My job was to make the coaches successful, not to show how smart I was. Every win I contributed to was their win."
Tactic: Give credit generously. Support your leaders. Celebrate team successes.
Lessons for Others
For Students
"Being a student is actually an advantage. Programs will take chances on students they wouldn't take on full-time candidates. Use that access."
For Career Changers
"If your target organization doesn't have analytics, show them why they need it. Be the person who creates the role."
For Those in Smaller Programs
"Don't assume you need a Power Five budget. I built meaningful analytics with free tools and public data. Start where you are."
Timeline Summary
| Period | Activity | Role |
|---|---|---|
| Semester 1 | Unpaid pilot project | Graduate student |
| Year 1-2 | GA position | Graduate Assistant |
| Year 3-4 | First full-time role | Analytics Coordinator |
| Year 5+ | Team building, leadership | Director of Analytics |
Key Metrics
| Metric | Start | Current |
|---|---|---|
| Analytics staff | 0 | 4 |
| Annual budget | $0 | $200,000+ | |
| Coaches using analytics | 1 | All |
| Decision areas covered | 1 | 6+ |
Reflection
"When people ask how to get into sports analytics, I tell them: don't wait for permission. Create something valuable, show it to people who can use it, and let the opportunity grow from there. The hardest part isn't getting the job—it's convincing someone the job should exist. Once you do that, you've already proven you're the right person for it."