This case has been nominated for the Dutch Search Awards 2019 in the ‘Best use of Data’ category.
Objective Platform wrote the first attribution model that is specifically applicable to the business dynamics of the game industry. A set of models that enables Staatsloterij to calculate the best possible media allocation based on the jackpot size and their media budget.
Objective Platform allows Staatsloterij to continuously improve their results in the long and short term. Using these new insights and tools, Staatsloterij saves time, can optimise their media activities, and apply their budget more efficiently. This results in less spend per channel and an increase in ROI.
The central question was:
How, when, and where should the big lottery conglomerate allocate their media budget to generate both new and returning players?