27 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 accuracy, allowing much more nuanced acquisition investment decisions. Data: The Key Fuel for the Growth Engine Data is of course at the heart of this modelling. Most iLottery operators working with different systems within an organization are aware of challenges around data. Marketers look for solutions – often external – that enable them to execute their marketing activities; for instance, they would like to have an ad network, CRM platform, and/or Artificial Intelligence (AI) system to automatically send player communications. Customers install various internal and external solutions with multiple vendors and face the challenge of leveraging the data these platforms contain. Data aggregation consolidation is one of the hardest tasks for iLotteries, in e-commerce, and most industries. IGT’s data scientists have been working on a tailor-made solution to these problems, specifically for the lottery industry. The proprietary Player Data Platform (PDP) is the enterprise-wide, cloud-based analytics platform built by IGT’s lottery experts for the lottery industry that leverages information from hundreds of thousands of lottery player events and transactions. Its 360-degree player view and AI modelling empowers lotteries to use data-driven decision-making to yield superior results while saving time and staffing costs, improving processes, and maximizing marketing budgets to responsibly increase acquisition, retention, and sales. IGT’s industry experts understand the importance of marketers receiving what they need from marketing campaign systems. The Player Account Management (PAM) core solution records each player source, logging whether the player has come from online media or retail point of sale. Tracking hooks are enabled in campaigns and the PAM, providing an end-to-end accurate player source identity. Player source identity, not personal identity, is key for operators to understand player activities: deposits, wagers, winnings, selected games, play frequency, and engagement duration. Valuable, continuous streamlined sources of tracking, CRM, player account management, and game account data are ingested into IGT’s Player Data Platform, capturing data as desired: real time, near real time, and/or end of day. When campaign responses and player touchpoints from all channels — point of sale, website, mobile app — have been captured, the task gets easier! It’s All About the Model IGT’s data engineers and data scientists enable required data processing. Once data is in one location, potential player value can be defined, and predictions can be made. IGT models the potential player lifetime value optimization opportunities, helping to inform the best player marketing investment. For example, the churn model will predict if a player is going to leave the iLottery program. How do you retain that player? Rather than offering money to return, modelling reveals the effectiveness of content such as innovative games, or Netflix-style purchasing recommendations based on prior behavior. Leveraging Data iLottery marketers can utilize sophisticated models and dashboards for marketing automation. Player acquisition marketers have access to dashboards showing realtime campaign-level profitability to optimize their marketing spend on the go. Retention marketers gain advantage from models to personalize and amplify communication with existing players. AI-based modeling creates microsegments optimizing send time, communication channel, offer, and associated product to maximize goal conversion. The Optimum Solution iLotteries continue to evolve the best ways to obtain and use data within data privacy regulations, and to overcome the challenges of players’ reluctance to share data, especially at point of sale. Preparing, capturing, recording, and processing are all important steps in the process. IGT directs maximum effort toward developing best practices for utilizing data. IGT Player Marketing Services professionals can deliver the benefits of the Player Data Platform and help determine each lottery’s optimal data strategy. n Capturing, processing, and leveraging data are essential as iLotteries continue to evolve best practices to deliver the most beneficial data strategy outcomes and optimize player value.
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