How come Germany won their quarter final penalty shoot-out and England didn’t? One reason is research. I read in The Guardian that their goalkeeper Jens Lehmann had access to a database of 13,000 penalty kicks. Information extracted told him who takes Argentina’s penalties and how they take them. The result was, he saved two out of four spot-kicks and, even when he didn’t save the shot, he always went the right way.
Database research is just as vital to successful marketing. You have to know your market, what they want, how they behave and how to reach them.
That’s the goalkeeping sorted. Now all we need is a way to improve the England team’s shooting.
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