IGT’s analytical Player Data Platform (PDP) empowers lotteries with a data-driven decision-making method that saves time and staffing costs, improves processes, and maximizes marketing budgets.
Obtaining top-quality insights to enable critical decision making is a vital priority. Organizations do more than depend on good data—used well, it can propel businesses to thrive. Knowing the growth-driving potential for customers, IGT invested in developing its enterprise-wide, cloud-based data analytics Player Data Platform (PDP) to meet and exceed the data needs and challenges of today’s lotteries.
An Industry First
Data aggregation and consolidation are critical ongoing tasks for lotteries with iLottery programs. IGT’s proprietary PDP is the unprecedented one-stop-shop for data management needs, empowering lotteries to utilize a data-driven decision-making method. This saves time and staffing costs, improves processes, and maximizes marketing budgets to responsibly increase acquisition, retention, and sales.
PDP was tailor-made for the industry by lottery-experienced IGT experts, including data scientists, machine learning engineers, and data analysts, to leverage information from hundreds of thousands of lottery player events and transactions. In the rapid, ongoing process of digital transformation, new technologies and the advancement of others has resulted in a data explosion, creating a huge challenge for businesses, including those in the lottery space. PDP provides a solution, offering a robust ingestion framework capable of bringing together data from disparate systems, in real-time and batch. PDP transforms and harmonizes data in different formats, making it meaningful, accessible, and providing one source of definitive information for each player. PDP’s intelligent algorithms can deduce, generalize, reason, infer meaning, and learn from experience.
360-Degree Player View
“PDP presents a meaningful 360-degree player view that leverages Artificial Intelligence and Machine Learning models,” says Karri Paavilainen, IGT Senior Director, iLottery Marketing Services. “This complete analytics platform supports an understanding of player behavior on a granular level and facilitates micro-segmentation of player data.”
Constantly evolving, PDP supplies lottery decision makers with tools that intelligently analyze each player’s interactions to enhance and ideally transform player engagement. PDP enables lotteries to analyze data to gauge player responses to different games, personalized offers, emails, and communications; optimize paid advertising by automating pay-per-click (PPC) advertising, search engine marketing (SEM), keyword research, SEO, and social media marketing (SMM); and mechanize repetitive tasks. PDP is scalable and designed for rapid deployment. Its cloud-based approach enables faster time to innovation in an ever-changing and demanding landscape.
With PDP, IGT’s Marketing Services team has an industry-leading market edge. PDP provides understanding of growth opportunities and segments audiences for various marketing platforms. For example, player audiences are extracted into the Customer Relation Management (CRM) marketing platform for effective churn-prevention campaigns. It supplies operational dashboards, revenue forecasts, churn and player engagement models, eInstants recommendation engine, game performance trends, forecasting and lifetime value predictions, and bonus offer optimization. These features can integrate with lotteries’ CRM systems, arming them with predictive data to proactively engage players with relevant messages and offers, strengthening marketing spend.
IGT’s PDP supplies actionable, player-focused insights that transform CRM’s course of action. Instead of sending a particular player segment the same offer simultaneously, lotteries can message each player within the player segment with tailored messages on the specific day and time when they are most likely to engage. Messages can be hyper-personalized with the relevant type of offer and imagery that players will find most enjoyable, such as favorite games or games identified as appealing by the platform recommendation engine.
“With the power of the PDP platform, lotteries can answer questions that they just could not answer before,” says Alan Mackey, IGT Senior Director, Advanced Analytics and AI. “PDP can provide players with superior experiences because machine learning can get to that level of player personalization. Our goal is to personalize every player interaction. When a player logs on, we can automate processes that will know what to do next —whether that is to recommend games, show a bonus based on predictive lifetime value, or if they play at retail, promote an omnichannel game offer. Both players and lottery customers benefit significantly from our analytics platform.”
Lottery marketing, technology, and product leaders want to own and secure data. Exploration of the vast potential of PDP is ongoing, and product enhancement continues.
Contact your Account Manager to determine your best data strategy and learn more about PDP and how IGT’s Player Marketing Services professionals can deliver the benefits.