Our Vanilla Out-of-the-Box solution delivers a consistent data structure tailored for Lottery operations. Designed for marketers, it enables easy segmentation and personalized campaigns. Below, you will find detailed information on the output attributes for the Lottery vertical. 

What Data Should You Send?

To unlock powerful segmentation, predictive insights, and personalized campaigns for your players, Optimove requires specific data about your customers and their activities. Providing accurate and complete data ensures you can leverage the full range of attributes—like demographic details, betting behaviors, and predictive scores—described in this article. The following data types are essential:

• Customers: Information about your players, such as age, country, and contact preferences, used to build personalized profiles and target specific audiences.
• Transactions: Details of all deposits and withdrawals, which are critical for understanding spending habits and financial value.
• Draws: Records of player activity in lottery games, including bets, wins, and game types, which are critical for understanding engagement patterns.
• InstantPlay Games: Records of player activity in non-draw games (e.g., scratch cards, instant wins) to get a complete view of player engagement.
• Lottery Catalog: Information about all the available lottery draw games (e.g., game name, category).
• InstantPlay Game Catalog: Information about all the available instant-play or scratch card games.

Properly preparing these data sets allows Optimove to deliver the actionable insights needed to convert Non-Depositors, retain Active Players, and reactivate Churned Players effectively. See Prepare your data for Optimove (Lottery) for more information. 

What You Will See in Your Instance

Our solution provides a rich set of attributes to help you understand and engage your players effectively. Below, each category of attributes is detailed with practical use cases and comprehensive tables.

Demographic Attributes

Demographic attributes provide essential information about your players’ identities, enabling personalized marketing and segmentation. For example:

• The casino company uses the AGE attribute from the Customers table to segment players into different age groups and tailor targeted promotional campaigns that increase engagement and retention.

Consent Attributes

The consent-related attributes track a customer's communication preferences and verification statuses, ensuring compliance and effective campaign delivery. For example: 

• A company utilizes the ALLOW_EMAIL attribute to determine which customers have opted in for email communication, allowing them to send personalized marketing emails only to customers who have explicitly consented, ensuring compliance with privacy regulations and improving email campaign effectiveness.

Please Note: As consent-related attributes are provided alongside other customer data, you are responsible for managing the associated logic, rules, and maintenance.

Calculated/Activity Attributes

Calculated attributes track players’ betting and financial behaviors, providing insights for targeting high-value players and optimizing campaigns. These attributes are calculated over the following snapshot periods:

• Lifetime: Daily aggregated data over the entire customer history.
• 2 Weeks: Daily aggregated data calculated based on the last two weeks' data.
• 1 Month: Daily aggregated data calculated based on the last month’s data.
• 3 Months: Daily aggregated data calculated based on the last three months' data.
• 1 Year: Daily aggregated data calculated based on the last year’s data.

For example:

• A company uses the AVERAGE_DEPOSIT_AMOUNT to analyze customer deposit behavior over a lifetime, helping them identify high-value customers who consistently deposit large amounts, allowing them to tailor personalized offers, reward programs, or exclusive services to improve customer retention and encourage more frequent deposits.

Note: Attributes marked with * are part of the Activity History feature.

Lifecycle Stage (LCS) Attributes

Lifecycle Stage attributes track the progression of players through different phases of their journey with your brand, enabling tailored retention and engagement strategies. For example:

• A company uses the LIFECYCLE_STAGE attribute to understand where each customer currently stands in their journey — such as New, Active, Churn, or Dormant. By segmenting customers based on these stages, marketing and customer success teams can tailor their communication strategies, launch stage-specific campaigns (e.g., onboarding for new users, win-back for churn), and measure how customers progress through the lifecycle over time.

Predictive Model Attributes

Predictive model attributes forecast player behaviors, helping you prioritize retention and conversion efforts for maximum impact. For example:

• A company uses the CONVERSION_PROBABILITY_SCORE to identify non-depositing players who are most likely to make their first deposit, then targets them with a compelling first-deposit bonus.

Product Attributes – Purchase History

Product attributes detail players’ purchasing preferences, allowing for tailored promotions based on their favorite items and offers. With the purchase history feature, you can combine the product attributes listed below with transactional attributes (e.g., number of lottery bets) to effectively segment your users. For example:

• A lottery company uses the Lottery Game Category attribute to identify players who frequently buy 'Powerball' tickets and sends them a special offer for a 'Mega Millions' bundle to encourage cross-play.

Out-of-the-box Campaign KPIs

Out-of-the-box (OOTB) Campaign KPIs measure the success of your game’s marketing campaigns by comparing the performance of targeted player groups against a control group. These metrics help you evaluate how campaigns drive engagement and spending, enabling data-driven optimization.

• Number of Activity Days: Counts the days a player was active in the game, showing a campaign's impact on engagement.
• Number of Deposits: Tracks the total number of deposits, indicating a campaign's success in driving monetization.
• Total Bet Amount: Measures the total amount of money wagered, reflecting a campaign's influence on gameplay depth.
• Total Deposit Amount: Sums the total real-money value of all deposits, directly measuring a campaign's revenue impact.
• Total Net Revenue: Measures the net financial impact of the campaign (e.g., bets minus wins).

Understanding Your Players: Grouping and Predicting Behavior (Segmentation Model)

To help you connect with your players in the best way, we organize them into groups based on their actions—like whether they’ve ever made a deposit, how often they play, or when they were last active. This process is called Segmentation. We also use these groups to predict what players might do next, like if they are likely to make their first deposit or stop playing.

Player Groups: Organizing Players by Their Journey

We organize your players into groups based on where they are in their journey with your brand. We call these groups Lifecycle Stages (LCS), and we look at different details for each stage to understand them better.

Here’s how we group players at each stage of their journey:

1. Non-Depositor

These are players who have registered but haven't made a deposit yet. We group them by how long it has been since they signed up.

2. New

These are new depositors who made their first deposit in the last 14 days. We group them by their initial betting and deposit activity.

3. Active

These are established, depositing players who were active in the last 30 days. We group them by their recency, financial value, and frequency.

4. Churn

These are depositing players who weren’t recently active (i.e., no activity in the last 30 days). We group them by how long they've been inactive and their past value.

5. Reactivated

These are players who returned and made an activity after having churned. We track their recent activity to solidify their return and move them back to 'Active'.

6. Dormant

This group includes Non-Depositors who registered more than 6 months ago (and had no activity) or Churned players who have been inactive for over a year.

Please note that the out-of-the-box customer model excludes players who haven’t been active or registered for over 3 years.

Why This Matters for the Lottery Vertical

By grouping your players and predicting their behavior, you can create personalized experiences that make them feel valued. Whether it’s offering a first-deposit bonus to a new player, rewarding a loyal 'Active' player with exclusive jackpot entries, or winning back a 'Churned' player with a special offer, these tools help you connect with your players in the right way at the right time.

Want to learn more? Check out this guide: The Optimove Model.