We're still buzzing from the excitement of our third annual Multiplier Summit. Presented by FanDuel in partnership with the Wasserman Foundation, nearly 100 invite-only attendees gathered at the Boston Convention Center on the eve of the Sloan Sports Analytics Conference to connect with other WISE members and dive deep into the current state of sports analytics. We explored the real-world impact of new tools and analytics in a variety of settings. Here are five takeaways:

1. Use analytics to align, not rule: Longtime MLB executive Kim Ng got the analytics bug while sitting in a box as an intern for the White Sox, to chart—by hand!—where balls were hit, then sorting them by pitcher-hitter matchup, pitch count, and situation. Still, as a GM, she knew data wasn't everything. "Analytics are guardrails, they will paint a very good picture for you, but sometimes we forget other important pieces of the puzzle," Ng said. "Like people—great player development staff or players who are adaptable and how you bring it all together. I do believe in chemistry."
2. Question the way it's always been done: GE CMO Linda Boff shared that, upon stepping into her role a decade ago, she wasn't convinced that traditional TV upfronts were nimble enough, given how difficult it was to predict what shows would gain traction with audiences. "We got out of the upfronts and put almost all of our money in live sports, and we've never looked back," she said. Today, the company also has a full digital marketing strategy to complement that approach. Still, she says, "there is no place I'd rather be. Sports have always represented this great passion moment that we want to be part of as a brand."
3. You gotta know 'em to grow 'em: This was a direct quote from Rams CMO Kat Frederick, who urged attendees to invest deeply in fan data—or "fanalytics." You'll gain insights into who is in your fanbase, their motivations, and any areas of friction in the customer experience. "We always say our greatest asset is our data because it gives us the roadmap to what we do next," Frederick said.
4. Women are betting big on sports betting: Though sports fandom is broadly split 50-50 along gender lines, sports betting has yet to reach parity. Perhaps it's not far off, though. "Last year, more than 33% of our new users were women," said Jennifer Matthews, FanDuel Brand Marketing VP. As for where the wagers are going: "Men bet on women's sports. Women index very high in the NFL and the NBA."
5. Last but not least — yes, you do have to make time to learn about AI: Harvard professor Hanspeter Pfister emphasized the importance of understanding how the language models used to train generative AI operate so that you can better understand how they are changing our industry. It's important knowledge for tasks like coding or translating and generating copy or videos, but it's even more critical for the legal and ethical challenges.