Success Stories

Veikkaus: Maximize top and bottom line results with Marketing Mix Optimization

Business issue
Veikkaus is a Finnish national lottery, operating in the leisure business. It produces each day over EUR 1,3 million of lottery revenue for the society and is a remarkable player in marketing in Finland. Veikkaus business has developed steadily over time and product portfolio has been expanded to cater the needs of different consumer needs and segments.  Despite the increased offering, Lotto has retained its position as the crown jewel of the product portfolio and Veikkaus has continuously focused on understanding and improving the effectiveness and efficiency of Lotto marketing investments. It is this focus in excellence that drove Veikkaus to look for new ways to measure marketing and improve ROMI.

Marketing Clinic Implementation
Developing comprehensive understanding of Lotto business drivers and organizational dynamics were the first phase of the cooperation.  In addition to business proficiency Marketing Clinic then brought in its expertise in analytics and modeling.  Together with Veikkaus an extensive analysis of marketing mix was carried out, including modeling to understand marketing ROI of each marketing mix element as well as the impact of various external factors to the sales of Lotto.

Strategic Implications and Business Results
Veikkaus got a detailed understanding of the impact of its marketing and CRM activities as well the influence of various macro economic factors to the sales of Lotto. As immediate actions Veikkaus implemented considerable changes to their Lotto marketing mix and strategy. Furthermore as a result of the thorough comprehension of the causal relationships between Lotto sales and external factors, the cooperation with Marketing Clinic has improved Veikkaus' ability to forecast Lotto sales. For longer term development Veikkaus got a confirmation as to how develop its communication content towards different target groups and strategically allocate resources to those marketing and CRM activities that maximize top and bottom line results.