The Video Coordinator Who Speaks Every Coach's Language
15 Sept 2026
3 min Read
Jackson Davis knows every coach thinks differently. With Hudl Sportscode, he builds scouting reports that meet each one where they are.
Most video coordinators build one system and ask the staff to work within it. Jackson Davis builds a different system for every coach on the staff.
As Texas Tech Women's Basketball's video coordinator, Davis translates game and practice film into scouting reports for the Lady Raiders’ Big 12 opponents. But the way he delivers that work looks completely different depending on who's receiving it, and that's entirely by design.
"Analytics are subjective," said Davis. Different coaches value different things. His job is to figure out exactly what each one needs and hand it to them in the format they'll actually use.
Three Coaches, Three Systems
One coach wants a completely blank, raw timeline. No reports, no indicators, no matrix, just the film.
Another functions as the staff's analytics specialist and wants the opposite. Heavily edited seven-second clip playlists that strip out every second of dead time, built around granular efficiency data like right-hand pull-up trends, lineup efficiencies, ball screen percentages, and points per possession.
A third coach came up on traditional Excel sheets and prefers detailed timelines she can turn into her own play repositories. Rather than force a change, Davis meets her where she is, while gradually showing her how Hudl Sportscode can replicate those spreadsheet utilities natively.
"Success relies entirely on tailoring data tracking to the exact variables the head coaches value to win games,” he said.
Fast Enough for Live Adjustments
Building three systems could be a recipe for chaos. Davis keeps it manageable by engineering his Sportscode interfaces for simplicity, stripping out unnecessary rows and using active toggles rather than multiple distinct play layouts to organize sets like horns formations quickly.
The payoff shows up most in real time. Davis's system is scripted to automatically calculate points per possession, possession counts, and field goal success rates, so the staff can review lineup efficiencies instantly and use them to dictate live in-game adjustments.
It's the kind of thing that looks effortless from the bench and represents hours of build time underneath.
No Excuses Not to Watch
Getting film in front of players is a problem every staff knows. Emails go unread. Hosting links get ignored. Davis solved it by pairing his work Mac with iCloud messaging and sending clips directly to players' phones.
"It removes the excuses," Davis said. No more wondering whether a player saw the scouting material. The same paired setup lets coaches request specific historical timelines remotely: Davis saves the compilation, drops it into a text chat, and the coach opens it natively on their desktop without re-linking or re-transferring anything.
Analytics as a GPS
For all the technical depth, Davis's north star is communication — explaining advanced metrics simply enough for anyone to understand. His favorite way to frame it is an analogy.
"Playing basketball without analytics is like driving without a GPS,” he said. “You can do it, but the data is there to guide you efficiently toward your exact destination.”
It's a useful reminder that the goal isn't more data. It's the right data, delivered in a way the staff can act on. That philosophy is what ties Davis's three systems together. Whatever the format, the point is always to get a coach or a player to a decision faster.
"Playing basketball without analytics is like driving without a GPS. You can do it, but the data is there to guide you efficiently toward your exact destination.”
Jackson Davis, Video Coordinator, Texas Tech Women's Basketball
Still Building
Davis is early in his career and openly hungry to learn more — compiling complex charts, building visual data nodes, and unlocking the deeper native functionality of Sportscode's statistical windows are all on his list.
That builder's mindset of tailoring, simplifying, and always pushing the tools further, is what makes Texas Tech's film room run. Not one system imposed on everyone, but the right system for each person who depends on it.
Texas Tech Women's Basketball uses Hudl's full suite — including Sportscode, Instat, and the competition database to manage film, scouting, and analysis workflows.
Learn more about how Hudl supports D1 basketball programs.
