Sisal’s Evolution from ‘Classic’ to ‘Streaming’ Marketing Campaign Orchestration to Create Epic Customer Experiences

In this post, marketing leaders can gain insights evolving from “classic” (more static) campaign orchestration to “streaming” (dynamic), real-time marketing campaigns to create “epic customer experiences.” This is an overview of how Sisal, an Italian company specializing in lottery, casino, and sports betting, managed its evolution. 

See the full presentation below:

https://youtu.be/xV4Ey2LMduY?si=1yAOkkLW9TN95qXf

1. Embrace Real-Time Engagement: Evolving to streaming campaign orchestration allows for dynamic, real-time customer interactions. This enables you to collect and respond to data instantly, improving the relevance and effectiveness of your campaigns.
2. Leverage Technology Partnerships: Collaborating with advanced CRM platforms provides the necessary technological backbone to support streaming orchestration. These partnerships help streamline processes, enhance data collection, and facilitate personalized content delivery.
3. Develop Modular Capabilities: Create reusable, independent modules for various marketing activities (e.g., push notifications, personalized emails). These scalable building blocks ensure consistent and efficient campaign execution across different use cases, improving overall marketing agility.
4. Focus on Continuous Improvement: Regularly conduct workshops and review meetings to refine strategies and adapt to new technologies. This ongoing optimization ensures your marketing efforts stay aligned with evolving customer needs and market dynamics, fostering sustained innovation and growth.

The Sisal Story Overview:

Sisal is a provider of lottery, betting, and online gaming experiences, as well as a range of entertainment devices. The company is based in Italy and operates in Italy, Morocco, and Turkey. It provides retail services through more than 47,000 global points of sale and serves over 1.8 million consumers via various web and mobile channels.

Sisal had evolved in recent years from primarily in-person retail operations to expanding to digital lottery, betting, and gaming. This required advancing marketing campaign orchestration.

Sisal’s Marketing Evolution:

Challenge: Sisal faced the complex task of evolving from classic campaign orchestration to dynamic, real-time marketing campaigns. The goal was to create an environment where customers (players) could interact with marketing, allowing the company to collect new data points in real-time and continuously improve marketing campaigns and results. 

“When you have different products like lottery, gaming and betting, the customer journey is totally different. Compare the lottery player with a casino player, or a betting player. They have a different attitude, different approach, different customer lifetime value.”Francesco Lietti

Evolving from Classic to Streaming (Dynamic) Marketing Orchestration

Starting from the classic orchestration approach, Sisal moved forward to a streaming (dynamic) one. This allowed the Italian operator to scale up their customer journey and collect information about customer response to campaigns.

In dynamic (streaming) orchestration, the customer interacts directly with the Sisal marketing team and the marketing team collects new data points in order to improve the campaign and measure the results in near real-time.

Steps Sisal Took to Evolve Marketing from Classic Orchestration to Streaming Orchestration

Step #1 - Recognized Product Diversity and Customer Segmentation**:**

• Identified different customer journeys for lottery, gaming, and betting products.
• Developed segmentation strategies to acquire new players and enable cross-selling and upselling.
• Adapted approaches based on varying customer attitudes, behaviors, and lifetime values.

Step #2 - Enhanced Delivery and Content Strategy**:**

• Focused on creating relevant, engaging, and easy-to-use content across multiple apps, shops, and channels.
• Leveraged Optimove's platform to deliver personalized content directly to customers' preferred touchpoints (mobile, email, shops).
• Incorporated recommendations and personalization to enhance impact and relevance.

“…the streaming approach was the game changer … moving most of our campaigns from ‘classic’ campaign orchestration to a ‘streaming’ one.”  Francesco Lietti

Step #3 - Evolving to Streaming Orchestration**:**

• Moved from classic campaign orchestration to real-time, streaming orchestration.
• Scaled up customer journeys to collect real-time data on customer propensity and responses.
• Enabled dynamic campaign adjustments based on instant customer interactions and feedback.

Step #4 - Implemented Interactive Marketing Approach**:**

• Facilitated direct customer interaction with marketing efforts.
• Enabled the marketing team to collect new data points in real-time to improve campaigns on the fly.
• Used digital assets more actively to create engaging, responsive marketing experiences.

Step #5 - Established Strategic Partnership**:**

• Formed a dedicated team to collaborate with Optimove on defining use cases and technological solutions.
• Conducted local workshops and London-based meetings for consensus-building and information updates.
• Leveraged Optimove's Customer Success Manager to organize teams and professional services.

Step #6 - Adopted a Use Case-Driven Approach**:**

• Started with small, smart use cases to test technology and team collaboration.
• Gradually scaled successful use cases to broader solutions.
• Planned a roadmap for implementing and scaling new use cases over time.

Step #7 - Developed Reusable Capability Blocks**:**

• Created independent, modular capabilities for various customer engagement scenarios.
• Designed these building blocks (e.g., push notifications for deposits) to be scalable across different use cases.
• Improved efficiency and consistency in marketing initiatives through these reusable components.

Step #8 - Fostered Strong People Partnerships**:**

• Collaboratively defined priorities, KPIs, and achievable goals with Optimove.
• Ensured alignment between Sisal's business objectives and Optimove's technological capabilities.
• Engaged leadership to sponsor platform evolution based on demonstrated success.

Step #9 - Implemented Continuous Improvement and Scaling**:**

• Conducted regular workshops and meetings to ensure ongoing optimization.
• Planned for scaling up new use cases in the future.
• Remained open to adopting new technologies offered by Optimove to improve processes.

“This changed the approach and our expectations and obviously engaged our leadership team to sponsor the evolution for the future.” Francesco Lietti

In Summary

By transitioning from classic to streaming marketing orchestration, Sisal significantly enhanced its real-time customer engagement capabilities, personalized marketing campaigns, and data-driven decision-making. Their comprehensive approach, focusing on technology, people, and processes, set a strong foundation for continued innovation and customer-centric growth in the competitive lottery, casino, and sports betting industry. This evolution not only improved their marketing effectiveness but also positioned Sisal to adapt quickly to changing customer needs and market dynamics.

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