Tatts Group moving to automated customer marketing campaigns

Lotteries group wants to personalise marketing emails while growing online business

SAS Australia and New Zealand managing director David Bowie with Tatts Group CEO Robbie Cooke.
SAS Australia and New Zealand managing director David Bowie with Tatts Group CEO Robbie Cooke.

Brisbane-based gaming and lottery group, Tatts Group (ASX:TTS), will deploy a SAS multi-channel marketing campaign management system in early 2014, allowing it to send targeted emails to boost customer engagement.

Tatts Group CEO and managing director, Robbie Cooke, 50 per cent of the Australian adult population has purchased one of organisation's products in the last 12 months. However, he said the challenge is how to market effectively to its customer base, in particular, notifying them of betting opportunities in a timely manner.

“On the lotteries front, it is going to enable us to get a complete picture of our customer and their interaction when they are purchasing through a newsagency or online. We can look at the type of products they enjoy using and provide relevant communications,” Cooke said.

For example, if there is a customer that regularly plays OzLotto on Saturday and they haven’t got their entry in, Tatts Group can provide the customer with a prompt or a reminder via email.

On the wagering side, if a customer is an Australian Football League (AFL) fan and follows a particular team, the system will allow the organisation to provide odds and information about upcoming games.

Prior to this rollout, if Tatts Group wanted to send an email to a subset of its database, a staff member would have to manually construct or pull that information from the database.

“With the SAS solution, we can automate that process and send out emails to select customers in a much more timely way,” said Cooke.

While Tatts Group currently only sends marketing emails, there are plans to be “more active” with SMS messages next year.

“We’re embarking on a push into new channels and want to be more on the technological forefront than we have in the past. The online business is still relatively low, in lotteries we’re transacting 8 per cent of our business online.”

On the wagering side, Tatts Group makes 20 per cent of its sales online.

Tatts Group also plans to expand its customer relationship management (CRM) headcount in Brisbane from three to six staff by early next year.

“Once we have that capability in place, we can start being active in the way we are engaging with customers and using the CRM platform,” he said.

Tatts Group delivers lotteries, wagering and gaming products and services across Australia through a range of brands including Bytecraft, Golden Casket, Maxgaming, NSWLotteries, Talarius and TattsBet.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...


CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in