With more than 17 billion online video views, Dude Perfect is a cultural phenomenon.
It began in 2009 when a group of college students posted a basketball trick shot video to a then little-known platform named YouTube.
Now, as the company prepares for the future in a rapidly evolving entertainment and technology environment, an Arkansas Tech University alumnus is helping shape the next generation of content and business success for Dude Perfect.
Patrick Westbrook, a 2014 ATU graduate, joined Dude Perfect as its director of business analytics in June.
“Most start-up companies are trying to build a product, and then be able to market that product and hopefully gain traction,” said Westbrook. “Dude Perfect is the reverse of that. They have the product. They have the reach. It’s just a matter of fine tuning everything underneath it. How often do you get to say your start-up has 61.5 million YouTube subscribers? I don’t really think any other company can say that, so from a professional standpoint, that’s an opportunity I think a lot of people would go after.”
Fourteen years ago, Arkansas Tech was the opportunity that Westbrook pursued. He grew up near the Red River in Gainesville, Texas, and had higher education options close to home. He considered those, but he also asked himself a question:
“Or do I go to the school that I actually really like, with a little bit of a smaller vibe, and pursue something that is on my own, different and puts me in an uncomfortable state?”
As he often has during his life, Westbrook chose the less comfortable path. He enrolled at Arkansas Tech in fall 2011.
“Coming from a smaller community, everyone knows everyone, so I wanted to put myself in an uncomfortable place to see what I could do starting from scratch,” said Westbrook. “That was the best part of Arkansas Tech, for me. I was starting over from a social standpoint. Living on campus and being there the vast majority of my time, I was put in uncomfortable states that required me to get to know people.”
Westbrook achieved that by joining organizations such as ATU Student Government Association and ATU Residence Hall Association. One of Westbrook’s favorite ATU memories is serving as master of ceremonies for the Tech’s Got Talent competition.
“I did these things to put myself out there to get to know people and work in different systems,” said Westbrook. “I wasn’t necessarily looking to be just a student. I wanted to come out with a stack of a résumé. That’s how I wanted to differentiate myself. Everyone can compete for 4.0 grade point averages. Arkansas Tech provided opportunities to expose myself to different worlds while still trying to maintain a relatively high GPA and have fun along the way. So, when I came out of school, I was much more well-versed in handling a multitude of things at the same time while striving for a high level. Putting myself in uncomfortable positions and being able to showcase particular skill sets to differentiate myself…that’s what Arkansas Tech provided for me.”
Westbrook graduated from Arkansas Tech in 2014 with a Bachelor of Science degree in information systems, which has since evolved to become a Bachelor of Science in Business Administration degree in business data analytics.
He converted an internship with Dillard’s into his first full-time job as a developer with the Arkansas-based retailer. Westbrook soon returned home to the Lone Star State and began building his career and his network working in a variety of technology-focused roles in Dallas.
Then, in May 2019, he earned the opportunity to become the first director of business intelligence for the Dallas Stars of the National Hockey League. He led analytical strategies that increased the organization’s access to data, allowed it to improve marketing and ticket sale initiatives and improved the in-arena fan experience.
“To be good, you learn from others,” said Westbrook. “You research. You have conversations. You pick people’s brains. You build a network. All that kind of jazz. So, I’ve always tried to keep up with trends in terms of where things are going or aren’t going. You have to understand you don’t know something, acknowledge that and work toward becoming better at it. I will never state I’m an expert at anything because there’s always something I can learn from something or someone. That same type of thought process is what I try to apply from a technology standpoint. I am an expert in nothing, so there’s opportunity to be uncomfortable, and where you are uncomfortable, there’s opportunity to grow.”
Westbrook’s professional growth continued while working in product management with engagement marketing company KORE for almost five years, but the opportunity to return to the sports entertainment field at Dude Perfect was the right move at the right time.
“From a work aspect, the position (Dude Perfect) originally posted was intriguing from a growth standpoint,” said Westbrook. “It was an opportunity to make a difference at an organization that was lacking from a data collection and analysis perspective. It’s one of those few opportunities to come in with a clean slate, help people understand the world of data and implement a tech stack that I’ve always wanted to implement myself.”
Westbrook was a fan of Dude Perfect in his youth. Now, as a father, he appreciates the fact that the organization has maintained a family-friendly entertainment focus throughout its rapid ascent in popularity.
“In the interview process, the foremost talking point from everyone I spoke with was parental trust,” said Westbrook. “Dude Perfect, from an entertainment standpoint, wants to be the premier family-safe content that parents trust. I highly respect that, and that’s something from a data standpoint that I take very seriously in terms of what we survey people on and how we survey people. That trust is important to not only the fans, but to everyone in this organization, including myself. I highly respect that. They do not stray from that.”
As the company’s director of business analytics, Westbrook develops and implements strategies that are aimed at understanding Dude Perfect fans through data collection and engaging them through the content that most appeals to them.
Westbrook also contributes to business optimization tactics that help Dude Perfect employees and the tools they use be as efficient as possible.
“Joining this organization, I could tell it was entrepreneurial in spirit,” said Westbrook. “What this organization is doing and growing into, that’s a spirit that a lot of people want to be attached to. The innovation side of things is the greenfield opportunity. What can we do that’s super cool, not only from a content perspective, but from a business perspective? The most important thing about Dude Perfect is authenticity. I’ve gotten to meet all of the guys. They are exactly how they are on camera, so I truly believe they are authentic. The culture of Dude Perfect is rooted in that authenticity, teamwork and a creative-first mindset. It’s a blueprint that is very difficult to replicate, but is very important for the next generation of entertainment.”
