There is a great deal of information available to you as a sports better, some more useful than others, but all in need of understanding and application if you want to maximise your returns. Fundamentally they are broken down into two core groups, statistics and human information.
Statistics provide the bedrock of conventional form guides. They show how an entity has performed in the past over a variety of environments, giving helpful historical information to us. A team or individual with a long and illustrious winning career is nearly always a strong favourite over one with poorer results, and statistics provide a simple way to analyse such considerations.
Human Behaviour in Betting
Human information tends to be the sort of things that statistics can never take into account. Whether a football team is lacking in direction after a star player leaves, whether a horse tripped in training, or if a boxer has been lax in the gym before the big fight. This information can often undo even the most thorough statistical analysis, and is crucial to take into account when considering any bet.
Both must be understood and balanced before making bets, and understanding the limitations of the information available is crucial when making sound analysis on bets.