The explosion in the popularity of the NFL has also led to the explosion of data points that can be used to analyze the league. Football, with 22 players, referees and weather, has a wide variety of variables that make it interesting for some fans (not all as Cleveland Browns fans can attest) when those are distilled down to numbers.
In common parlance, those data points are called “analytics.” Not everything called “analytics” actually is. Pro Football Focus, for example, is not an analytic data set. Instead, it is a well-marketed analysis point that ends up in a number.