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

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

Against Net Promoter: A new way of interpreting the customer data deluge

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

The next Advertising medium is Augmented Reality, Just when individuals thought promotions couldn't get any more interactive and close to...

Siddhu

The old billboard gets the flick as digital OOH advertising takes over

Read more

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Sign in