Generating customer insights to inform campaign messaging

Camelot client story and 2008 award

Client Profile
As operator of a national institution, Camelot is committed to maximising National Lottery sales and delivering the highest possible returns to Good Causes, in a socially responsible way. In developing interactive services across the internet, interactive TV and mobile phones, Camelot’s aim has been to put customer choice and convenience at the heart of everything it does – enabling players to buy tickets in the way that best suits their lifestyle. Camelot was the first lottery operator in the world to offer sales across these three channels and, by the start of 2007, had established the UK National Lottery as the most successful interactive lottery in the world. 

Situation
Camelot tasked emnos UK and the direct marketing agency Flourish with creating an email campaign for one of its most valuable player segments, “Multi-Gamers”. Knowledge of this segment had been derived from a value-based segmentation developed by emnos. The campaign objectives were to retain these key customers, win back lapsed Multi-Gamers and maximise incremental sales, thereby delivering even higher returns to Good Causes.

Solution
emnos helped Camelot build a comprehensive understanding of the value of “Multi-Gamers”, their play behaviour and lapses in their playing.

First, emnos used financial forecasting to understand the impact of “Multi-Gamer” churn and then used time series modelling and cluster analysis to highlight various types of lapse behaviour within this customer segment. To better understand the drivers of lapsing, they conducted an online survey and in-depth interviews.

The insights generated were then used to inform campaign messaging, and this was developed into an automated email programme, which would be triggered by changes in transactional spending and frequency in an attempt to positively influence player’s behaviour.

Results
The campaign’s targets for retention and re-activation were comfortably surpassed: Camelot was able to retain 1% more Multi-Gamers and re-activate more than 20% of lapsed customers. In addition, the client achieved a 12-month-ROI of 12:1.

For the innovative strength in developing this insight-based email campaign emnos UK, in combination with direct marketing agency Flourish, won the Marketing Direct Connect Awards 2008 for “intelligent use of data in an email campaign” and “best use of email marketing in a CRM campaign”.