Lottery technology and marketing strategy
Initially our work with the client saw us mapping the lottery supplier market and undertaking a technology vendor selection process. Our sister company Random Colour Animal were then tasked with the UX/UI design of new games, a new website and mobile app. Alongside this, Rokker undertook a content audit during which it became evident that the client required some additional strategic support.
Process
The content audit highlighted a number of key issues to be addressed. These included a lack of consistency in tone of voice and there being no clear content strategy. More concerningly, there seemed to be a lack of understanding of customers, their acquisition journey, behaviour and lifetime value as a basis of a relevant content strategy.
Solution
The lack of available insight led to the discovery of disparate data sets which needed bringing together into a Power BI dashboard of key metrics. We then constructed a number of key questions we needed the data to address to provide ongoing critical business insight.
Outcome
We worked alongside the internal data analyst to empower him to deliver a really valuable resource. The resulting dashboard enabled visibility of; trends in historic on/offline product sales performance including seasonality, customer demographics and analysis, registration types and spends. This data enabled us to draw a number of key conclusions to inform a more targeted marketing strategy moving forwards. This included significant change to the digital marketing strategy implemented by the external SEO and advertising agency. We directed spend based on our work profiling the ideal customer for optimal acquisition and retention and adjusted KPI’s to improve profitability.
When I joined The Health Lottery as CEO in January 2023, Rokker were already working with us as strategic advisors. They provided invaluable support in the initial weeks and months, both in person and being on the end of the phone when needed. They provided strategic marketing support while we recruited new team members, helping us to access and understand the data-driven insights we needed to reposition and transform the company. I would highly recommend Rokker as a trusted partner to any company in a period of transition, or in need of extra support.”
Lebby Eyres | CEO, The Health Lottery
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