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.
Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...
Mathieu Lecompte
ACCC takes Meta to court over scam cryptocurrency advertising
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players