Planning for the Holidays: Analyzing Buying Habits of Lottery Players During the Festive Season
Mary Cimaglio, Senior Instant Games Manager, Arizona Lottery, shared a data-driven approach to reshaping Arizona’s holiday ticket lineup. The lottery revised its traditional product mix by pulsing core games like $3 Crossword and $10 Triple Red Sevens, achieving a 135% sales increase on the $10 ticket and a 32% overall boost (excluding $20s). “I want to continue pulsing our core games; the sales numbers show it definitely was successful for us. And not only did we get those sales boosts when we changed the pulse, but also we have efficiencies,” said Cimaglio.