Building capabilities and competencies for sustainability in a digital first economy. Highlights of a cost-neutral, data-driven, customer-centric transformation and turnaround.

1. DEVELOPING
DIAGNOSING
UNDERSTANDING
OPTIMIZING
No/Limited
• Common Definition of Key
Business Terms and KPIs.
• Understanding of Market,
Customer, Consumer, Product.
• Research, Insights & Reporting
• Marketing and Media Strategy
Planning,
• Budget, Reconciliation and
Expense Controls.
• Requirements Documentation &
Product/Technology
Development Processes.
Data-Driven, Customer-Centric
Transformation & Turnaround
myLottery
award winning CRM program
Events & Sponsorship
Integrated
PR
Integrated
Social
Launched
Measureable goals defined,
playbook & training Complete
Industry Laggard
LAST in industry, YOY Instant sales (Q3 FY09).
NO directed control of net income +/-.
Industry Leader
+ $1.3M Sales Per Employee
>$5M Savings
Double Digit YOY+ Instant sales.
Top 5 YoY Other Draw Game Growth
Multi-year >5% Net Income Growth
80+, industry leading, ACSI Satisfaction Scores2
Programming Industry Leading Conference
Award Winning, Industry Leading Digital, Data,
Product, Research and Retail Competencies
Built from customer insights & gap analysis.
Scratch-off LOI Audit & Analysis
Underfunded
• Technology & Systems
• Marketing
• Advertising
• Retail
• Digital
• CRM
• Data & Research
• Sponsorships, Events, Promotions
Source: Hoosier Lottery financial
reporting. Forecast as of Fall 2012.
Yes
• Award Winning & Industry Leading Capabilities, Products and
Processes.
• All New Product Management, Business Intelligence & Analytics,
Customer Insights, Digital, Social, CRM and Account Specific
Capabilities.
• Funding Optimized and Aligned with Opportunity.
• Single Version of Truth and KPI Alignment.
• Distributed Access, Robust Dynamic Reporting, Multi-Variate
Predictive Forecasting.
• Master & Product Brands, Website, CRM, Event and Retail
• Moving Towards Integrated, Digitally-Centric Customer Experience
‘07
‘09
‘08
‘10
‘11
HIGHLIGHTS
Project Silver
1 Quarterly Tracking, September Readout, Ipsos
(excludes ~13% of Hoosiers morally opposed)
2 Website Customer Satisfaction Tracking, Foresee
3 FY13 Sales, Through 10/9
4 9/13 Forecast, retailer count ~3975.
317.496.4411
1 TV
2 Retail
3 Experiences
Touchpoints 2008
Customer Centric Digital First
Centralize customer around digital platform.
mylottery
Best in class/proprietary
80+
Sat Scores
Best In Class
Award Winning
Connecting Data to Value.
Advancing insights and strategies, driving optimization and
automation and improving experiences, across the organization.
Digital First, Customer-Centered
Long term vision. Short term results. Prioritized, aligned and
integrated across the organization and around the customer.
Account-Based Marketing Introduced
(10+)pts --> 10+pts
+>10 Pts
Playership
Post Turnaround
Media Planning Introduced
’08: 30+ Wks Awareness > 55
‘07: 10 Wks, Awareness > 55 (major markets only)
PRIORITIES
Expand/Enhance/Integrate
Data Strategy, Infrastructure, Architecture
Instant Product Optimization
JACKPOT ALERT MEDIA TESTING
Actual differential 18 pts,
some likely due to shift in
methodology. Ipsos
Quarterly Tracking & MARZ
Player Behavior.
Customer Inspired
Brand Re-launch
Return
Rate
Sell-through
Rate
Potential
Contract Savings
+15pts -5+pts EST$3M
ROI-based roll-out ‘11 – ‘12
18% avg. net lift
18%-80% +YOY
ROI-based statewide roll-out.
27
Double Digit Scratch + YOY Straight Wks
Positive Corporate Opinion1
FALL
2012
FALL
2012
Website Satisfaction2
Industry Leading Performer
Past Year Playership1
20%+
Ad Awareness1
12%
69% 73% 82 68%
YOY 3 4 Year Same Store Sales
Growth4
up to 4:1
Consumer Sales
Store Branding
Tracking & Analysis
FY12/FY10 post strategy shift,
FY13 planning.
Scratch-off print
contract RFP prep.
Digital jackpot sign test
tracking.
ExactTarget Subscriber Rules
Sponsorship ROI
IEG based sponsorship analytics.
Foresee2
through Nov 2012
o Frequency/spend, casual & infrequent
players.
o Diversify & stabilize draw game revenue*.
o Same store sales growth.
o Data-driven decision-making & optimization.
Priority Strategies For
Profitable Stability &
Growth
Retail Line Review
Corporate Accounts
Vendor of Year
Double Digit Profitable Growth
Prior to founding CODEI, Susan Golightly served in Hoosier Lottery executive
staff position, Director of Marketing, from 2007 – 2012, directing a data-
driven, customer-centric transformation and turnaournd while there.
©2016 CODEI, LLC. All rights reserved.
*Strategic priority shifted to Scratch-off in late 2009 due to urgent category needs.
Lottery gets social.
Optimedia Media Planning, FY08
✓ Best in industry alignment revenue,
income, and costs.
✓ Directed & efficient growth.
✓ Stable return on sales rate.
Industry First Multi-Variate Forecast
Product, Distribution, Sales, Marketing,
and Finance.
Delivering sustainable, responsible and efficient growth inspired by the customer,
informed by data, powered by technology, and built by people, across the organization.
Digital, data, customer and GTM strategies, capabilities and competencies built for a
digital economy.
©2016 CODEI,LLC
All rights reserved.
Year Over Year +/- %
IN
BRIEF
The Hoosier Lottery found itself dead last for Instant game sales, experiencing a shrinking customer base and
facing negative trends for income generation, and doing so with limited in-house marketing, data, customer,
product and digital capabilities. With an extraordinarily tight business model, the team couldn’t spend their way
out of the problem but needed to find a way to quickly turn the alarming trends around. The solution? By
rapidly building all new industry leading and award-winning competencies, aligning organization strategies,
measurements, actions and spending and deploying a digital first, customer-centered approach, the team
engineered an organizational transformation while responsibly and sustainably delivering a turnaround.
© CODEI, LLC 2022
BEFORE AFTER
Strategy
Overhaul
Initiated
‘10
‘12
‘13
BusinessObjects
>200 cross departmental, dynamic reports
Governor’s Public
Service Achievement
Nomination
Primary
Research
Transaction
Digital
Sales
Shelf
Product
Distribution
POS
Consumer
Customer
Partner
Vendor
Market/Industry
1
2
4
5
6
7
Product Management
Scratch Off, Draw
Shelf
Account Dashboards & Reports
Strategic Planning
Cross Departmental Aligned Goals
ECS
Validation
Lotteries of Interest (LOI) Benchmarking
Player Segmentation
Sales
Shipments
Touchpoints
Comprehensive
Retailer Research
Jackpot
Data Dictionary
Weekly Reporting
ACSI Satisfaction Tracking
Retailer Segmentation
The Future Of Lottery
Industry Conference
Product
Single Version Of Truth
Industry Conference
Digital First – Optimizing Digital with Data
Industry Conference
Bringing Data Into Product Management – A Data-Driven Category Turnaround
Lotteries of Interest (LOI) Benchmarking
Planogram Integration
Optimizing Shelf Mix, Placement & Sell-Through
Hub & Spoke Model
Jackpot CRM
Jackpot Signage
Segmentation CRM
Events & Sponsorship Analytics
Dashboards
Growth Opportunity
Requirements Documentation, Development Process
IT/Marketing/Systems Vendor
Product Management
Digital
Proprietary Vending Launch