Data takes centre stage with Lottomart
Lottomart went live with Fast Track CRM in March 2020. With new platform capabilities and a refreshed marketing strategy, they more than doubled their active player base over the following four months.
Keeping the future in focus
Lottomart is not an average operator. It runs an ecommerce model, where players buy lottery tickets and top up through a cart, and it describes itself as a slottery brand serving players who chase jackpots.
The company is young but its plans are long: internal jackpots linked to global lotteries, and an active base of jackpot enthusiasts. Real-time data and automation were judged essential to getting there.
We see real-time data and automation as the future of the industry.
Angelo Saracino, Head of CRM, Lottomart
Four requirements, matched one by one
Lottomart wanted to engage players in real time, manage lifecycles efficiently, automate many different campaigns and keep full control of their data.
Fast Track answered with a platform built on real-time data, a visual lifecycle builder, central orchestration with real-time segments and triggers, and a flexible feed Lottomart owns and can extend with their own data models.
Finding a partner who could support us with real-time capabilities was crucial to how we wanted to operate.
Angelo Saracino, Head of CRM, Lottomart
Reacting inside the session, not the day after
A player's first day is decided in hours, not days. Lottomart builds segments that capture players who had one session today and have been inactive for two or three hours, then engages them automatically.
The same feed lets the team respond to a poor experience in the moment, for example a session with a lower return to player, which is only possible with rich real-time data.
The possibility to react in real time is what you need to be successful, and it is something Fast Track does really well.
Angelo Saracino, Head of CRM, Lottomart
Their models, their rules
Lottomart feeds its own data models into Fast Track CRM rather than being limited to predetermined ones, adding and editing whenever the strategy moves on.
Lifecycle engagements are the next focus, with plans for a large library of automated activity built on player preferences and behaviour.
We are building a strategy with a lot of data models. Doing it ourselves lets us adjust easily when we see what works.
Angelo Saracino, Head of CRM, Lottomart
This was the main reason we chose Fast Track among many other possible providers.
Curious how this would look for your team?
We are happy to walk you through Fast Track with your own markets and data in mind.