Diametric is building on their relationship with Camelot Interactive, winning a series of research, analysis and strategy projects with the goal of improving online player retention. We are increasingly seeing retention moving up the Interactive agenda, as highlighted in a recent Interactive seminar on the topics involving LastMinute.com, BT.com, AirMiles, STA Travel and other leading brands.

The Camelot project will involve understanding customer segment behaviour, as well as building predictive models to recognise lapsing trends. Diametric will also work with the Camelot marketing team to devise targeted campaigns focusing on reactivating the Interactive player base.

Diametric have worked with The National Lottery since 2004, building the initial online customer segmentation and working on a series of programmes to build player value. The Interactive arm now has almost 2m players, and operates via web, digital TV and mobile platforms.