How Ontario Lottery and Gaming Corporation drove 75% in reporting efficiency for their omnichannel marketing strategy with Supermetrics

Ontario Lottery and Gaming Corporation (OLG) is a leading government agency managing a diverse portfolio of lottery, gaming, and digital products across Ontario, Canada. With a customer-focused and performance-driven approach, OLG faced the challenge of managing fragmented data across numerous platforms, hindering its ability to gain actionable insights and optimize marketing performance effectively.

By centralizing its data systems, automating reporting, and leveraging predictive analytics, OLG overhauled its marketing strategy, driving better decision-making, efficiency, and compliance.

Challenges: Managing siloed data and adapting to market demands

OLG’s marketing team needed to overcome several key obstacles:

1. Fragmented data sources: Media performance data across paid, owned, and earned channels was siloed, preventing a holistic view of campaign performance.
2. Manual processes: Reliance on moving CSV files and Excel spreadsheets consumed significant time and limited scalability.
3. Dynamic market demands: Seasonal factors such as sports betting tied to game schedules, required agile strategies.

Solution: Centralized analytics and predictive insights

To address these challenges, OLG adopted a comprehensive approach to modernizing its analytics, with Supermetrics as the cornerstone of its transformation.

Why Supermetrics?

During their search for a solution, OLG evaluated several analytics tools to identify the best fit for their needs. Supermetrics stood out for multiple factors:

• Broad connector range: Supermetrics offered integrations with all of the media platforms OLG used, making it the most comprehensive option compared to competitors.
• Ease of implementation: It seamlessly connected with Looker Studio, enabling quick onboarding and integration without requiring extensive technical expertise.
• Scalability and depth: Supermetrics allowed OLG to extract 30% more granular data points than competitors, providing deeper insights into campaign performance.
• Reliability during testing: In a rigorous trial phase, Supermetrics demonstrated robust performance, successfully managing high volumes of data without issues.

How OLG transformed its analytics

1. Centralized data with Looker Studio and Supermetrics:
   OLG consolidated data from paid, owned, and earned media channels into a single Looker Studio dashboard using Supermetrics. This unified view enabled the marketing team to analyze performance holistically.
2. Automated reporting:
   By automating the extraction, cleaning, and real-time updating of data, Supermetrics replaced time-consuming manual workflows. This automation saved 35% of the team’s time and increased reporting output by 75%, ensuring stakeholders had fast and reliable access to insights.
3. Enhanced campaign insights:
   Supermetrics provided OLG with 30% more metrics compared to previous solutions, offering a more comprehensive view of campaign performance. This allowed the team to conduct deep-dive analyses, uncover trends such as higher in-game engagement during live sports events, optimize creative assets and improve audience targeting.
4. Predictive analytics:
   Leveraging historical data through Supermetrics, OLG implemented predictive analytics to optimize campaigns for seasonality and customer behavior. For example, lottery campaigns were tailored based on jackpot sizes, while sports betting strategies were aligned with game schedules and audience patterns.

Conclusion

OLG’s adoption of Supermetrics and Looker Studio transformed its approach to marketing analytics. OLG streamlined operations, uncovered actionable trends, and optimized campaigns by centralizing data, automating workflows, and leveraging predictive insights. The result was a more agile, efficient, and data-driven marketing organization, well-positioned to succeed in a competitive and regulated industry.

As OLG continues its analytics journey, they plan to expand its capabilities with an internal data warehouse, unlocking advanced predictive analytics and machine learning applications for future growth.

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