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xG seems to be the poster boy stat for analytics and data in general, at a time when such things are becoming more prevalent. I'm not convinced that data-driven clubs like Brentford are really spending much time looking at xG specifically, I'd imagine it's much more specific and detailed stuff they're looking at. From what I can tell, xG is just a simple, high-level representation of chance creation that's a bit more reliable than shots on target.
 
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xG seems to be the poster boy stat for analytics and data in general, at a time when such things are becoming more prevalent. I'm not convinced that data-driven clubs like Brentford are really spending much time looking at xG specifically, I'd imagine it's much more specific and detailed stuff they're looking at. From what I can tell, xG is just a simple, high-level representation of chance creation that's a bit more reliable than shots on target.
Deffo. I’d say it’s pretty commonplace now. Data driven clubs will be going much much deeper than XG. I heard one the other day and I can’t remember the name for it but it’s basically a measure for how many times a player does something that they wouldn’t be expected to do in a given situation. Making them unpredictable. These analysts certainly go in deep. Still room for the good old eye test in my opinion though, the underlying data just separates the wheat from the chaff.
 
Deffo. I’d say it’s pretty commonplace now. Data driven clubs will be going much much deeper than XG. I heard one the other day and I can’t remember the name for it but it’s basically a measure for how many times a player does something that they wouldn’t be expected to do in a given situation. Making them unpredictable. These analysts certainly go in deep. Still room for the good old eye test in my opinion though, the underlying data just separates the wheat from the chaff.

But how the hell do you measure unpredictable, sometimes it can be great and outwit the opposition or score an own goal
 
Yes but no two chances are the same. The amount of variables are too great. Wet pitch. Windy day. Uneven pitch. Crowd noise. How set the player is before they take their shot etc etc. I’m not saying it’s not a good tool. I think it’s great to be honest. I just mean it’s not clear cut and there’s a degree of subjectivity
Nobby Stiles only scored goal(s) when he was wearing his false teeth - FACT 100 % of the time.

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xG seems to be the poster boy stat for analytics and data in general, at a time when such things are becoming more prevalent. I'm not convinced that data-driven clubs like Brentford are really spending much time looking at xG specifically, I'd imagine it's much more specific and detailed stuff they're looking at. From what I can tell, xG is just a simple, high-level representation of chance creation that's a bit more reliable than shots on target.

It's certainly a more reliable metric to judge players on than the old "Go to wikipedia, look at goals scored in games played and draw a conclusion on striker's ability".