The sports business data analytics conversation with Bobby Whitson goes next level. Whitson has been in the sports business field for some time, and understands it from the ticket vendor platform point of view, as a former director of sales at Veritix. Now a partner with SSB Consulting, Whitson's job is really trying to help create further avenues of conversation with franchise executives in order to showcase the importance of not only collecting data, but using it effectively. Whitson does depart from the idea of social media holding a direct R.O.I., but understands how his criticism isn't the gospel either, and instead focuses on what he feels helps build and garner data collective and utilization principles that work for the sports industry as a whole in order to generate revenue. Twitter: @TexasRig26