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In line with their goal to be a world-leading lottery organisation dedicated to delivering the maximum benefit to New Zealand communities, Lotto regularly monitors customer penetration within the market and is interested in extending that knowledge by assessing the online gaming habits of Kiwis.
Lotto noticed an increase in the number of gaming sites reaching out to New Zealanders with the promise of a win enticed by lucrative new player bonuses, such as ‘Get $1,000 free’. With little robust information available about the performance of the online offshore vendors, Lotto contacted Datamine about performing an analysis to understand how New Zealanders are interacting with online gaming sites to inform future strategy.
As part of Datamine’s analysis for Lotto, we created a report covering the following information from the past three years:
Using our Business Insight data, we identified the relevant merchants and transactions in order to provide Lotto with a rounded view of the above factors. During the analysis, we discovered useful insights about online gaming in New Zealand – including that participation is increasing (up 58% since 2015), as is annual spend (up over 100% since 2015).
The findings from the analysis have proved very useful for Lotto and show a growth trajectory for the online offshore gaming market in New Zealand.
The information has provided Lotto NZ with a robust, empirical based understanding of the wider market trends and has also been used in discussions with both the Board and industry regulators.
Event Cinemas wanted to understand more about their customers in a specific Auckland suburb. The overall aim was to increase viewing at that suburb’s theatre, as the site was experiencing low occupancy, particularly in the evenings.
A clearer picture of those in their catchment area was necessary to enable Event Cinemas to create informed marketing strategies and initiatives that would appeal to their target market.
Datamine used data from Event Cinema's loyalty programme, and the national census to create a demographic profile of the specified catchment area, as compared to the rest of the Auckland region.
Datamine was able to evaluate the catchment area population size and provide a breakdown by household composition, age, income and ethnicity.
As a whole, the catchment area was not very different from the rest of Auckland, however, there was a large variance in socioeconomic status and a markedly larger proportion of certain ethnic groups than others.
These results are enabling Event Cinemas to run marketing activities tailored to the demographics of their catchment area.
Price variances are being considered in order to cater to both ends of the socioeconomic scale, and one cinema is possibly going to be dedicated solely to subtitled language films catering to the prime ethnic group of the catchment area.
As a result of the project, Event Cinemas achieved a much clearer picture of that suburb’s cinematic preferences and has been able to alter their marketing accordingly.
A large international entertainment business faced a significant year-on-year revenue decline from their loyalty base and limited understanding of why it was happening. With budgets forecasting increases, there was a need to do something quickly. Despite the business having significant internal analytics capacity, it was unable to come up with an effective answer, so contracted Datamine to examine the problem in an exploratory piece of work.
Datamine pulled thousands of variables and performed a comprehensive data mining exercise, pinpointing that the problems were due to several seemingly benign strategic changes in product mix, promotions, staffing levels, and pricing.
Having specifically identified the issues, Datamine worked with the business to plan and execute a revised strategy which reversed the decline and the $60k project delivered a net gain of several million dollars of revenue over the following six months.
A major entertainment client wanted to take a more individualised approach to their customer contact programme rather than communicating with customers in a traditional ‘blanket’ approach.
The aim was to tailor communications to each individual customer’s requirements. As well as avoiding over-mailing customers, or contacting them with inappropriate, irrelevant or untimely messages, this would enable a more efficient use of marketing budget.
Datamine worked with the client to identify customer ‘lifecycle’ touchpoints according to individual requirements at appropriate stages of the relationship. Analytics and predictive modelling were planned into the process to:
The organisation implemented the suggested changes, with the models being run in conjunction with each other, alongside their active loyalty programme. This added an increased level of sophistication to the company’s marketing programme.