Brentford's sale of Scott Hogan was another example of how their analytical approach to transfers has worked under owner Matthew Benham.
Hogan's departure to Aston Villa followed on from other recent sales such as Andre Gray, James Tarkowski and Moses Odubajo. They were bought for a collective £2.55million initially and sold on for £33.5m giving the club a healthy profit.
Benham, who established Smartodds, a business based on using data to predict the outcome of sports events to customers including professional gamblers, has spoken in the past of his dislike for the phrase 'moneyball' believing it has a bad press and is open to misinterpretation.