Teri Wood, Vice President, Marketing at Iowa Lottery, examined customer-focus vs. customer-centric marketing. “Customer-focused marketing offers customers a consistently great and relevant experience across all touch points,” said Wood. “Customer-centric marketing looks at a customer’s lifetime value and focuses marketing efforts on a high-value customer segment in order to drive profits. They work better together.”
The Iowa lottery VIP Loyalty Club started as a birthday club, sending out coupons to those who signed up on their birthday. Now the Iowa Lottery gives players fun and unique experiences with different promotions like Holiday Hoopla. Afterwards, the Iowa Lottery then data mines the people who took part, about 900,000 players, finding out what counties they came from and who they are.
The Iowa Lottery also runs surveys on its website. For instance, “When do you listen to the radio the most?” was a question posted on our website—49% say before 9 a.m. The lottery averages 900 to 1,200 responses to each survey.
Lotteries can mine valuable data habits and preferences from our players. “Listen to your players, don’t be afraid to hear it. They are going to tell you a lot of things you don’t want to hear. They might say you suck. Maybe you do. But you need to hear that so you can change,” Wood said.