Data-Driven Passion
For Jay Kaufman, numbers are everything. Growing up in Grafton, Massachusetts, as the child of two educators, he pursued his interest in analytics at the Carroll School of Management at Boston College. His family’s connection to sports and analytics runs deep; his brother Brian also works in the sports analytics field. Following his education, Jay embarked on a 22-year journey within the NBA Associate Program, collaborating closely with key figures like David Stern and Adam Silver as the head of the league’s global research and insights team.
“I was fortunate to gain insights into the business aspects before shifting to more research-oriented roles,” Kaufman remarked about his career beginnings. He contributed to various research initiatives related to partnerships, analyzing the effectiveness and valuation of different strategies while building strong relationships.
After nearly three years in partnership marketing, Kaufman transitioned to research at a time when data was not widely utilized in business decisions. “It was about grasping the information and presenting it in a simplified manner,” he explained.
According to NBA Deputy Commissioner Mark Tatum, who joined the league around the same time as Kaufman, he exhibited a remarkable ability to adapt as media and technology evolved, changing fan interactions with the league. “Jay continually transformed our research strategy,” Tatum noted.
As advanced metrics began influencing league decisions, Kaufman and his team provided vital engagement insights for major decisions, including billion-dollar media deals. “Data isn’t just from Nielsen; it includes ticket sales, basketball operations metrics, and digital interactions,” Kaufman stated. He commended Stern and Silver for championing data throughout the organization, even amid differing opinions, acknowledging that thoughtful discussions helped strengthen their working relationship.
The New Venture
Four years ago, Kaufman departed from the NBA to create a sports and live entertainment division at the National Research Group, a renowned firm known for its data and consulting expertise in Hollywood. “NRG, having a strong tech practice and rich history in pilot testing and content evaluation, recognized that sports would play an increasingly significant role in their clients’ success,” said Kaufman, who is now the firm’s executive vice president in charge of sports consultancy.
Looking Ahead
Kaufman believes that better storytelling and information simplification can enhance how data is utilized in the sports industry. “While organizations excel at data acquisition, they face challenges in determining what information is truly significant,” he noted. When asked if there’s such a thing as too much data, Kaufman replied, “I wouldn’t say we’ve gone too far; rather, it’s essential to prioritize and simplify data to focus on what truly matters.”
Three Questions With Jay Kaufman
Favorite Memory of David Stern? “After I had a health scare, he found out and was really upset. He insisted I see oncology specialists at NYU and Columbia and wanted to know how it went. That was typical of his supportive nature behind the scenes.”
Life Outside Work? “I try to stay active, although I’ve retired from adult league hockey after a concussion. I enjoy running, tennis, and attempting to play golf. I’m also involved in coaching my eight-year-old daughter, which has been a lot of fun.”
Favorite Dinner Spots in Manhattan? “Minetta Tavern is a must-visit for their burgers, along with classic Italian restaurants like Carbone. I also love Lure Fishbar.”
