Honestly, I'm not as familiar with how analytics work in the football world as it does in the baseball world. I imagine there are a lot of similarities. I coach 10U, 13U, and 16U (HS level) and also know several D-1 coaches in the region who I talk to on a frequent basis. I can tell you that in baseball analytics (at a lot of levels) has gotten out of hand and too involved in the game. One of the D-1 coaches I communicate with started off with dyed-in-the-wool analytics but after years of using them, has started to back off the degree to which he uses them. He said, "I've learned there are aspects of in-game situations that can't be captured in a number or percentage".
This is something I've tried to explain to several people in several contexts that many seem incapable of understanding:
Analytics are generally great but specifics always trump generalities.
And this is coming from a person who tends to be so logical that his wife sometimes calls him Sheldon...
One great example is in regard to gambling, specifically in video poker. Analytics were basically invented in gambling and the most ubiquitous usage, certainly by the public at large, is in video poker. However, there is a glaring weakness in the "games" of those who blindly follow the percentages in terms of expected value once the law of large numbers applies.
Sure, if you play video poker for a few hours every single day, the percentages will apply to you in the long run. However, the less often you play, the greater the disparity between the expected return and the actual return becomes.
Additionally, analytics is a purely historical context. When attempting to use any historical context as a predictor of future results, the accuracy of such a prediction is directly correlative to the percentage of common factors at play between the historical events and the future, or current, event(s).
For example, if you are playing Ultimate X Double Double Bonus 10-play and are dealt a QH, JH, 10H, QS, & 7D then the analytics will tell you to keep the QH, JH, & 10H to go for a straight flush or royal flush. However, if you were dealt a full house on the previous hand, now you have 12X multipliers on all 10 hands and you need to take that into account. And if, like most people who aren't professional gamblers, you're only likely to see this type of hand two or three more times in your whole life, then you also have to take that into account. You see, the analytics traditionally treats all hands as equal and expects you to see each hand thousands of times in your life. A more accurate analytical approach for this specific event would be to only compare past events where you were dealt Q-J-10 suited versus a pair of queens with 12X multipliers on 10 hands while playing Double Double Bonus. Additionally - for the average person - the expected value should be calculated based upon the result of playing this hand only two or three times rather than averaging a few thousand versions of this hand.
You see, if you only play this hand three times ever - the actual results are most likely (90%+) going to be losing money by following the standard analytics. However, going against the analytics and holding the pair of queens three times gives you around a 50% chance of making money.
So, the more specific the event the more specific the analytics needs to be to actually be an accurate predictor.
To translate this into a college football application...
First, you need to know the current, basic circumstances, e.g., the down, distance, and yard line.
Second, you need to know the most successful set of possible plays any team with your style of offense can execute for that situation.
Third, you need to know the subset of such plays that is most successful against the style of defense your opponent is playing.
Fourth, you need to know the subset of such plays that your current team can most successfully execute.
Fifth, you need to know the subset of such plays that your current opponent is least successful at defending.
Sixth, you need to evaluate that subset of plays against your current offensive disposition, such as if your starting left tackle left the game last quarter or two plays ago or whatever.
Seventh, you need to evaluate that subset of plays against your opponent's current defensive disposition.
Finally, you need to weigh the balance of the potential success of whatever set of plays is left, if any, against the likeliest results of either the failure of that play or else taking the safe route, such as punting, given the specific circumstances.
Typical analytics only tells you the odds of any random play-call being successful given the current, basic circumstances. It doesn't factor in what your team is good at executing, what the other team is good at defending, or any of the other six sets of considerations facing you in this situation. And it doesn't because it can't, not feasibly. The sample size of such specific situations would be so small that the data would be useless, even if it tried.
So, sure, for any random team that goes for it on their own 45 yard-line instead of punting the opponents' expected points on the ensuing drive might be historically expected to be nearly identical. And you could reasonably assume that means the decision is virtually immaterial and the potential upside of extending your drive is worth that minimal risk. However, if you've already gone for it on your forty-something yard-line and didn't make it four times this season and all four times the opposing team scored a TD on their ensuing drive then those specifics have to trump the generalties of the analytics.
That's because the accuracy of predictive analytics for any specific context is directly correlative to the percentage of common factors between the contexts of each and every data point in the analysis and the current context...