Opportunity

Michigan lottery was looking to accelerate acquisition of new players for both iLottery and Retail stores while increasing long-term player value to maximize the Lottery's contribution to the Michigan School Aid Fund.

Impact

26k
new customers
20:1
incremental retail sales return on ad spend
Approach
1
Establish strategic paid media mix and monthly test and learn plan across paid social, paid search, ConnectedTV, digital audio, and programmatic display partners focused primarily on driving iLottery new player acqusition and retail sales.
2
Utilize Ovative's Creative Lab to create and iterate engaging creative assets, paired with extensive landing page testing to enhance each aspect of the customer journey.
3
Leverage Ovative's proprietary measurement solution, MAP, to measure digital performance against both online and retail-store sales and make hands-on media optimizations. MAP incorporates multi-touch sub-channel attribution, in-market incrementality testing, and ticket scan data to deliver the Lottery industry's first digital to retail measurement solution.
Enterprise Marketing Return
(EMR)
Hover over each element of the EMR graphic to learn more
E-COMMERCE

E-COMMERCE

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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%.

IN-STORE

IN-STORE

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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.

CUSTOMER FUTURE VALUE

CUSTOMER FUTURE VALUE

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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.

INCREMENTALITY

INCREMENTALITY

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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.

MARGIN