Hope this guy didn't try to submit this to an academic journal, because his fundamental analysis is based on a faulty sampling of statistics. He looked only at tied games and tried to see if the moment recent team to score would then be the next to score. There is no way that even comes close to measuring "momentum" as it is classically understood in sports.
First, the guy did not look only at tied games, he looked at the moment a game is tied and tried to assess if previous scoring gave any momentum. You certainly don't turn your extra gear when your team is leading 6-0 in the last 10 minutes of the game anyway.
I find his observations extremely interesting. 100% honest here, if you asked me 'What happens when a team comes back from a 0-3 deficit? Are the guys more likely to score that 4th goal?' I would have said, probably, yes. Even if I don't believe in momentum swings, I'd say the guys that got back from 0-3 certainly have something going. Turns out it's completely wrong. The team that came back is even less likely to score the 4th goal.
Momentum is just sustained energy swings in the game. They can be tangibly assesed by viewers but are difficult, if not impossible to capture statistically since it is simply the minute one team begins playing at its full capacity, as a unit. To do so you would literally have to quantify the moment a team turns on an extra gear, which is impossible.
With regard to that, I guess momentum would then results in more shots on goal, better scoring chances and, ultimately, more goals scored? Otherwise, what's the point?
The link I provided just shows that, as regards with the main objective of the game - i.e. to score goals - momentum is nowhere to be found.
Or, if you'd rather say that momentum is more elusive than that and cannot be directly linked to goal scoring well, eh? I'd say momentum is pretty useless then.
The point with these analyses is not to measure momentum. There's never gonna be a momentumeter. I get what you guys are saying. We can look at the game and see that one team has something going.
The only problem is that your brain will often trick you by building some narrative where there isn't any. Like that team coming back from a 0-3 deficit. It's so much more epic when they score that 4th goal that you remember it for a long time and tend to forget the times the other team actually got it back and scored. That's why we use stats to look at the big picture.