Transitioned from measuring paid media success by last-touch return to a multi-touch attribution model, providing a more sophisticated view of channel performance. This resulted in strategic investment shifts across channels, improving media performance to exceed 2019 acquisition goals by 27%.
Using MAP pixel data, we were able to connect digital interactions with in-store lottery ticket purchases – a first in the lottery industry. Our testing found that exposure to digital advertising increased new retail game lottery ticket sales by +5% and we are now able to measure which paid media channels are driving customers to purchase in-store.
By calculating the long-term value of new players by channel, we developed an understanding for which media channels most impact future sales for Michigan Lottery. This allows us to make strategic media investments for both short and long term benefit. Our testing found that omni-channel players (digital + retail) are 6.5x more valuable than single channel players, validating long-term media program strategy.
Measured the incremental value of individual media channels across various in-market tests to quantify number of newly acquired players that can be solely attributed to each channel, unlocking a more accurate measure of media performance. This allows us to shift budget to those media channels that drive more incremental acquisitions, ultimately resulting in a +6% increase in new players YoY.