For anyone out there who don’t know much about Noisefeed and who they are, could you shed a bit of light on what the company is about?
“Absolutely. Noisefeed is a sport-tech startup partly owned by Wyscout (Hudl more recently) with a clear mission – to help minimise the risk involved in every transfer decision. There has been a transition in our three year process of development, but this has been the focus that we’ve wanted to take throughout the years.
“We developed a software platform that holds the largest online information database of the Football Industry, constantly screening all the influential sources from verified websites and social media profiles.
“The Noisefeed platform basically consists of two tools. The first – Noisefeed’s PR & Media monitoring – is designed for football club’s Communication, Press Office and PR Departments to always be on top on every media sentiment or leak of information matter.
“The second – Injuries – as the name suggests, it’s a detailed library regarding the injury history of football players. This is a recent development for us and it is being used by clubs’ Sporting Directors, Scouting departments and Medical teams to support them in the due-diligence process before signing any player.
“Lastly we also work with Federations, Player Agencies and Media Broadcasters, while offering customised consultancy and reporting packages as an alternative to the platform subscription plans. There are also data companies and third parties solutions that are making most of our data in the form of API”.
What sort of data do you provide to clubs?
“The two datasets we offer are closely connected to the two solutions I mentioned before.
“With Media & PR we offer a social media & web feed with an in-built analytics section, screening all the online activity from the players – or executives, agents, family of players, journalists etc, the database is very broad and customizable – and all the global mentions that they are receiving in real-time.
“This kind of data is used to keep track of the media attention and where it is being generated, plus it offers a background check to learn more of the past of the player and his interactions on and off the pitch – here reconnecting to the scouting and due-diligence activity of the Technical Area.
“Noisefeed Injuries is very straightforward. It is a comprehensive library of all the injuries that a player has had in his career. Every injury record consists of a detailed description of the problem with valuable details such as type of injury, recovery time, doctor or surgical clinic and footage of the injury when available.
“The injury avatar heatmap then displays a clear picture of the health of the player, which helps the club in rapidly identifying body areas at risk and that need to be addressed to the medical team prior to the signing.
“This data is provided through our screening of online information and later verified by our global database team, based in different parts of the world with hub in Europe, US and South America”.
How do clients use your Injury data – can you provide some examples?
“We have different roles within a club that make use of our tools.
“The Sporting Directors and the Scouting Departments would mainly use it during or at the end of the scouting process, when only a few potential candidates remain to choose from.
“Physios and Medical Teams use it to create specific working plans for the newcoming athletes, basing them on their injury past. Lastly Opposition Analysts can observe and study injury trends while receiving live updates on their next opponents line-up.
“It is useful because it saves time and effort from endless “Googling” and web searching. Our data is already organised, verified and ready to be compared with the information from the agent or phone calls within the contacts of any scouting network.
“We have a global database team that’s in charge of the production and verification of data, aiming at unique standard requirements. Practical example – if we’re looking into a player from Brazil, we would have our Brazilian team taking care of it because of their language and league knowledge advantage. This enables us to obtain more intel than the average English (or any other foreign) scout, based off from pure online data and video analysis of games.
“Lastly the injury data not only shows “red flags” on players, thus calling deals off. From the opposite perspective it gives clubs the opportunity to invest in a player who has maybe had less game-time over a couple of years due to injury.
“With the Medical Team involvement and planning of an adequate treatment beforehand, a club could buy a player for way less than his actual transfer value and build a significant margin on his future move, which could easily be worth several millions”.
You mentioned gathering background information on players. Do you gather that information with the data Noisefeed already have, or in partnership with some of the companies that you mentioned such as Wyscout?
“We do work closely with Wyscout. After all they are a shareholder of the company.
“We share the same player database counting over 400.000 player profiles and even though they have joined forces with American giant Hudl, we have kept the same offices in their main headquarters based in Chiavari, Italy.
“But in terms of information gathering we kept our independence by creating our own proprietary data-sets which are something that differentiates ourselves from what is out there at the moment. This makes a separate data-provider by all means.
“There are many service providers offering brilliant stats, videos and analysis like Wyscout, Instat, StatsBomb, SciSports, Stats Perform just to name a few. These big names help you in identifying the best player for your club based off from game information, but we’re the only ones focusing in that last yet important step of scouting and decision-making.
“For example, only Transfermarkt is offering a public injury history section, but their best coverage is limited to the Bundesliga and notorious players. We want to build on this difference and offer an unparalled level of detail to justify the investment on our solution”.
What top European clubs are Noisefeed working with at the moment?
“We have some big names – AC Milan & Juventus in Italy as well as Benfica and Sporting Lisbon in Portugal, but we do partner also with smaller clubs with a keen eye for technology and technical scouting.
“In England we are proud to have recently reached an agreement with Everton and Leeds United. The Injuries application introduction has been key with their onboarding process and we are looking forward to expanding the UK market further. It is really fundamental for us.
“We do also have customers overseas – the Mexican Federation e is one of the most recent and notorious examples”.
You touched on the pandemic, how have Noisefeed coped with working through it?
“Well commercially speaking, it has been a problem even though we have the fortune that the Football Industry hasn’t stopped completely. We did have to slow down a bit.
“But that gave us the chance to focus more on the product, and that’s where the Injuries project took form.
“We thought, ‘How can we increase our Unique Selling Proposition (USP) when we’re talking to Sporting Directors, Scouting Departments or Medical Teams?” Back then we had many users and potential clients who would have used Noisefeed’s monitoring system to find out more about injury data, and that’s how the idea for our own injury library came to be.
“So, the pandemic has been a bit of a pivotal stage for us in that sense”.
Are you still developing the product despite being relatively new since the Spring Lockdown?
“Yeah it’s constantly developing, with new releases from month-to-month, thanks to the continuous feedback from the clubs and their Scouts, Medical Teams and Physios – our daily users.
“We try to add any feature or extra data that could help them in their daily workflow. For example, one feature we recently added is the Injuries Video Library, where we would include the video footage of the injuries so they wouldn’t have to search it again on any other video provider.
“The development has never stopped really! (he laughs)”
How did you find yourself working at Noisefeed, and what about the job attracted you to it?
“Mainly a very strong passion for the beautiful game, plus a bit of luck.
“I had the chance to meet the founder who was giving a speech during a start-up competition where I was participating. So, I thought to email him saying that I’d like to learn more about his project because it sounded really interesting, and I could have lent a hand with some of my connections in the UK.
“That’s how it started for me, from one simple email which I wasn’t really expecting much out of. I just wanted to learn more about the project, and now I’m in this position where I need to develop commercially the whole business overseas, focusing on the UK and US market”.
What are the long-term goals for Noisefeed, and how far can the company go?
“The feedback and interest that we’ve been getting over the last few months is showing that we’re moving in the right direction. But we cannot be pleased with the results yet as our competition landscape is everchanging with new players being introduced almost on a monthly basis. We surely need to streghten our position and visibility in the football landscape.
“So our goal for the near future is to expand further our awareness outside the Italian and European market. I can’t stop stressing the importance for us to grow in a key market such as the Premier League, both for economical capabilities and visibility reasons.
“But looking at the product and its development I think that it’d be key to slowly elevate our focus from the monitoring and reporting of valuable information to the prediction itself. After all, our motto has always been that knowing information is no longer an edge nowadays – it’s the speed of knowing that is essential.
“Therefore the ability to foresee thanks to AI and the dataset that we are creating is just the natural step forward”.
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