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Former Norwich City Sporting Director Stuart Webber delivered a very insightful Masterclass for our Analytics Members yday on future of analytics. Told this really interesting story about how club came to sign Emi Buendia & Teemu Pukki -2 of great signings of recent seasons 🧵

Training Ground Guru

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Buendia was playing on loan at Cultural Leonesa, who were bottom of Spanish 2nd Division at the time His goals/ assists weren't impressive at all and he didn't seem to have physical profile for Championship. But his expected assists were off the scale

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His stats had piqued the interest of scouts Chris Badlan & @MarielaNisotaki Then, by watching videos and doing human scouting, club saw he was creating great chances but Leonesa simply didn't have the calibre/ profile of striker to capitalise on them.

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Neither did Norwich, so they scoured market for a forward who was expert at running in behind/ could capitalise on chances Buendia created. That led them to Teemu Pukki. Just released by Brondby/ available on a free. Allied to Buendia, who was signed for under £1m

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Duo became 2 of the best signings in the Championship in recent seasons. Pukki was Championship player of the year/ scored 30 goals in 2018/19 to take Norwich back to Premier League. Buendia scored 15 goals and got 16 assists in 2020/21 and was named Champ player of season.

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Perhaps even more importantly for a self-financing club like Norwich, they sold Buendia to Aston Villa for £33m rising to £38m in June 2021. Not a bad deal for someone who had cost less than £1m three years earlier.

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It was "a very very good example of the 2 worlds (of data and human scouting) colliding," admits Webber. "If you just looked at his stats of goals and assists (Buendia), you wouldn't have signed him."

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We do a couple of Masterclasses a month for TGG x @twelve_football Analytics Members There's also the chance to pitch your work to experts/ create a personal profile/ watch library of tutorials and get involved in our invite-only Slack Channel 👇👇

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