IGT welcomed some of the world’s most sophisticated online lotteries to its offices in Rome, Italy, last week for its third annual Omnichannel Workshop. Ten delegates from Sazka (Czech Republic), WestLotto (Germany), Nationale Loterij Belgium, Norsk Tipping (Norway), and Lottomatica (Italy) gathered to share their experiences and challenges running modern digital lottery operations in today’s data economy.
The workshop is designed for lottery data analysts and CRM managers to meet with peers and colleagues to exchange case studies and insights around carefully selected agenda topics. In this, the third annual workshop, delegates addressed player-centric marketing planning, marketing automation tools, the General Data Protection Regulation (GDPR), personalization strategies, and tracking and measuring omnichannel ROI.
Lottomatica kicked off Day One with a presentation on its RSM (Recency, Seniority, Monetary) segmentation, created to ensure that the right targeted offer reaches the right player at the right time. Key focus areas for Lottomatica are integrating its teams, tools, and processes around the player, and the Russia 2018 Football World Cup, where delegates described opportunities to test new activities with their player base while working around the clock to optimize every event for the duration of the competition.
The player is also a key focus for Nationale Loterij, Belgium, which described its player-centric marketing strategy and segmentation approach.
GDPR, Europe’s new framework for data protection laws, is high on the agenda for most businesses since it went into effect in May 2018. Representatives with Sazka, the Czech lottery, demonstrated to the workshop how they have created a web page using smart dynamic forms across all Sazka divisions, which enable their players, business partners, and employees to review and set their data preferences.
For Norsk Tipping, a lottery with one of the broadest portfolios in the world, and with a mandatory player card for almost all purchases, personalization is the focus of a dedicated project group that is also responsible for optimizing web page performance through “AB” testing.
In the final session, the workshop focused in tracking and measuring the return on investment from omnichannel campaigns. Norsk Tipping has developed a sophisticated econometric model to identify the financial return on every marketing krone it spends, while WestLotto is developing an attribution model that takes into account the length of purchase journey when determining the optimum components of different campaigns.
This was an insightful and thought-provoking workshop that addressed some of the hottest topics on lottery omnichannel management agendas today. The event is run annually by invitation, and if you are interested in attending next year’s event, please contact your Account Development Manager.
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