SAS is a global leader in data technology. But their reputation is that their platforms are hard to work with. With the launch of Viya, our more easy-to-use product, we wanted to show how data can be brought to life, and be expressed in fun and engaging ways. And what’s more fun and engaging than sport? Working with architects and creative technologists, we evolved the concept of an old school batting cage and created a state-of-the-art interactive installation using the most modern technology (AI, machine learning, IoT, and more) to help teach kids data literacy in ways never before imagined.

Situation

Technology is drastically changing the job market landscape. Data literacy is becoming more important than ever. Today’s generation of kids need these data literacy skills so they can compete for the jobs of tomorrow.

The problem is, less than 50% of American kids have any understanding of data. This includes the ability to collect, sort, analyze, and interpret data in a meaningful way. While some schools have started incorporating data literacy into their regular curriculum, American children are quickly falling behind the global data literacy curve.

Brief

SAS, a global leader in data analytics, asked for our help with getting kids more interested in data literacy.

Objectives

Demonstrate how SAS is using their data expertise and technology to make a positive impact on the educational landscape.

Over six weeks, ten kids were invited to The Batting Lab — a state-of-the-art, AI-powered batting cage — to improve their swing. Little did they know, they’d also be improving their data literacy at the same time. The Battling Lab analyzed each swing by comparing them to an optimal form, created by collecting data on thousands of swings from elite college and pro players.

Swing analysis happened in real-time using innovative technology: cameras, sensors, AI, machine learning, computer vision and IoT analytics. The one-of-a-kind Batting Lab provided instant feedback and suggestions on how to improve, encouraging kids to dig into the numbers, a huge leap forward for batting cage technology. By the program’s end, the kids were able to read and interpret the data and pinpoint areas for improvement. Not only did every kid improve their swing, they also boosted their confidence in using data.

The data and research pointed to one huge challenge. Kids generally don’t get excited about data, and less than 50% of American kids have any understanding of data. We needed to come up with a creative solution that would help transform data into something more digestible and fun. That solution turned out to be something many kids already love: baseball.

To wow technologists all over the world, SAS decided to focus on data literacy and education. The Batting Lab essentially functioned as a data literacy Trojan horse, embedding important data literacy skills into exciting baseball swing lessons.

We created a completely bespoke AI-powered learning experience, a tech-forward approach combining interactive installation and long-term narrative. Using SAS tools, we covered content production, cage fabrication, software development, art direction, UI and UX navigation, and on-site installation.

Instead of boring spreadsheets and graphs, The Batting Lab provided interactive AI-driven data visualizations, amazing displays of light and color, and a completely immersive environment for them to explore. The Batting Lab gave kids a material connection to their data: how they hit a baseball and how they are improving over time.

The data continuously affected the way the kids approached their batting sessions, these continuous changes in kids’ swings affected the data, too. It was an organic data-driven program.

51.3 million video views

285% increase in innovation perception

399% increase in consideration

258% increase in recommendations

>10% YouTube subscriber growth

9.5% increase in unique visitors to SAS.com

100% participants improved their data literacy

100% participants improved their hitting