The National Lottery invests on average over €30 million gross annually (source: Nielsen) to maintain dozens of brands, including its three leading games: Win for Life, the omnipresent Lotto and EuroMillions, famous for its "scandalously high" prizes. Note that the latter was reworked in depth at the end of 2016.
These three games alone account for 65% of annual marketing investment and use approximately 25 paid & owned touchpoints per campaign, primarily television, radio, digital channels and displays, as well as emailing campaigns, event sponsoring, special promotions, etc., many different tools which must come alive and interact.
This approach, which was already very advanced, was still lacking validation by our prediction models, obtained via Matrix. We worked on a legitimate request from the customer using this approach, i.e. to obtain a single measurement that would enable a comparison of the effectiveness of any given touchpoint within the overall media mix.
Our goal was to build tailored measurement of multi-touchpoint effectiveness to create new benchmarks and determine exactly which touchpoints (on-line and off-line) were most effective for each marketing task and for the National Lottery's targets. That is, well beyond socio-demographics. This meant targets like Heavy, Medium and Light players of a given game.