Organizations and companies of all sizes and across all industries are learning the value of leveraging Big Data and applying the results for tangible ROI. Sports organizations are no exception.

Here 1to1 Media Editor-in-Chief Mila D'Antonio, speaks to Tennis Australia CIO Samir Mahir, about how the organization is puting Big Data to work to change the game for players, coaches, and ultimately its fans. Mahir speaks about a recent social media campaign powered by Big Data during the Australian Open in January.