Winning the lottery: Maximising marketing effectiveness through data fusion

The National Lottery, the Belgian state-franchised lottery, took its marketing to the next level by combining research and data to tailor its comms.

Abstract

We all love and use buzz words these days. "Data driven" marketing is one of them, as is "big data" and "360° customer insights". However, what do they really mean? How do you put them into practice? Where do they differ from traditional marketing approaches? Most importantly: what do you achieve with them?

The Belgian National Lottery is a prime example of a company going beyond the buzz, by taking marketing to the next level. They combined traditional research insights with the richness of internal transactional data. Each on its own only tells you half of the story; together,...

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