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 mark

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