26 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 Business growth is built on the ability to attract new customers. The same applies to iLottery programs. New players generate about 50% of the annual incremental growth for typical U.S. iLottery programs. Inviting new players to explore iLottery products requires Lottery to be present and visible across the digital media universe. For this purpose, Lotteries annually spend millions on player acquisition through social media and other advertising platforms. The Demand for Metrics The inherent challenge with player acquisition marketing is that each media platform provides its own metrics for campaign effectiveness. Marketers are challenged to consolidate data across platforms and make informed decisions about how marketing investment should be allocated. Google Analytics is often selected as the metrics integration point to combine traffic from multiple sources and deliver a campaign performance dashboard for the user. While this platform offers many notable features, there are limitations on the data it can process. As a result, metrics are limited to basic conversions and attributable sales. This makes it challenging to quantify the true effectiveness and profitability of a marketing investment. In this time of challenging economic conditions, where marketing budgets are becoming more constrained, marketers must prove returns on their investments more than ever. IGT Marketing Services — IGT’s in-house growth-marketing agency — is supporting lottery marketers to optimize the new player gain from their digital media investment and show true marketing effectiveness. Not All New Players Are Equal Having accurate player models can make all the difference. When marketers can attribute revenue and costs to their initiatives, they can better predict and optimize player lifetime value. But what might seem like a linear relationship between acquisition investment and new players is in fact more complex. When IGT Marketing Services experts investigated customer acquisition campaigns for post-conversion player activity, it became clear that what appeared to be a high performing acquisition campaign was not conveying sustained player value. In as little as three days after player conversion, an indication of player lifetime value can be seen when the correct modelling is applied. Seven days after coming on board, IGT’s models predict player lifetime value to 90% The Challenge of Effectively Acquiring & Leveraging Player Data Building and Reinforcing Player Lifetime Value Marketers are continually challenged to make informed decisions about how marketing investments should be allocated, and to advantageously apply diverse metrics to quantify effectiveness and profitability.
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