Maximizing business value through effective communication and collaboration: data science and stakeholder engagement at sky betting and gaming

Purpose Data science is emerging as an essential tool for organizations to gain and maintain competitive advantage while improving decisions, fostering innovation and agility and helping organizations stay competitive in evolving markets. Within the context of a betting and gaming company, the purpose of this study is to explore the roles and responsibilities that lead to data science project success. Design/methodology/approach This study uses qualitative analysis via questionnaires and interviews with a sample of 8 data science team members and 12 data science stakeholders at Sky Betting and Gaming (SBG). Metro Retro Whiteboard was used to organize codes and develop themes collaboratively. Summary statistics and thematic analysis are used to analyse the data. Findings The results of this study highlight the importance of communication and collaboration for project success. Detailed results indicate participant views of which roles should be internal to a data science team, which responsibilities should go with each role and Strengths, Weaknesses, Opportunities and Threats analysis for the data science team. Originality/value This paper addresses the emerging role and importance of data science teams. The results clarify the role of data science teams in the betting and gaming industry offering foundational insights into essential roles and responsibilities for team success. Further, results highlight the importance of communication and collaboration to data science project success which shifts focus from technical roles to communication and collaboration. These results create new opportunities for studying data science roles within the betting and gaming industry.