EXPERTISE / LOTTERIES / GAMBLING

The Lotteries / Gambling sector has given us many challenges we have been able to solve
challenge
1

Lotteries: comparative analysis of a special draw held on date X

An advertiser in the lottery market was interested in analyzing how one of their star products worked, a special draw held on date X, and why. They wanted to know how it would compare with the same draw of the previous year, as well as with other similar special draws but on different dates.

Solution:

It was decided to use econometric models to explain the sales series and identify the different drivers, and thus be able to compare the drivers of sales both from the current draw as well as from the previous one and from those from similar draws. An R2 of 96.8% was achieved.

Actions carried out:

The contribution of each variable affecting sales was identified. Special focus was made on advertising, and the ROI in campaign units was calculated for each year.

The ROI in units was compared between different types of draws.

En particular hacer foco en la publicidad y calcular el ROI en unidades de las campañas para cada año.

Prices were taken into account, and the ROI value and the profit margin estimated.

Results:

The ROI of the special draw held on X date was lower than the ROI of the same draw of the previous year.

Different ROI values were determined for each type of special draw.

Some exogenous effects negatively impacting the sales of this type of product were detected.

ROI

ROI
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challenge

Geo-marketing: Pedestrian traffic indicator

It is essential for decision making and strategic planning that companies can identify potential market drivers of their business.

In order to calculate that potential, our client needed to know the pedestrian traffic indicator for all the street sections of 2 large areas of Spain: Madrid and Valencia.

Solution:

A pedestrian traffic indicator was built, taking into account points of interest and Horeca outlets near these sections, as well as their capacity to generate pedestrian traffic, depending on their location.

Also, counts of real pedestrian at street traffics were made in order to calibrate the indicator results.

Actions carried out:

The results allowed us identify those areas where there is more or less pedestrian traffic, with a view to possible opening of new sales points.

Results:

When contrasting the results of the traffic indicator with sales, we were able to demonstrate that this indicator is part of the potential customer market.

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