Tattersall’s have multi-channel distributors (lotteries)
Newsagents
Mixed business
Pharmacy etc
High variances in performance by channel type and geography
Masses of data
in-house data dominated by Tatts Card
Frequency, value, location, recency
Data not used
The Solution
Databases unified and analysed correctly
Correlation analysis
90%+ correlation between sales and market penetration of Tatts Card
There should only be one marketing focus to grow sales!
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Case Study: Tattersalls