Nederlandse Loterij & Massive Rocket Customer Story

How the Netherlands' Biggest Charity Lottery Enabled Multi-Channel Personalization with Braze Across 9 Business Units

PLATFORMS

Challenge

The existing Customer Data Platform (CDP) was not meeting the company’s needs, and with limited resources and a strict deadline, they faced challenges in migrating to a more suitable platform.

Strategy

Massive Rocket built a support team to integrate Braze into the company's IBM marketing stack, created a secure middle layer for data connectivity, and developed a phased roadmap to streamline the migration and enhance CRM capabilities across nine brands.

Results

The project led to the successful migration of nine brands, the creation of over 250 personalized campaigns, and the establishment of a unified data infrastructure, driving increased customer engagement and optimized data management.

250+

Personalized Campaigns

Optimized

Data Management

Brands Migrated

Introduction

Bringing Joy and Supporting Good Causes

Nederlandse Loterij, the national lottery of the Netherlands, offers popular games like Staatsloterij, Lotto, and Eurojackpot. Founded in 1992 and based in Rijswijk, it generates over €1 billion in revenue annually and contributes more than €200 million to good causes. With a commitment to responsible gaming, it remains a trusted organization that plays a vital role in Dutch society.

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Solution

Project Background: CDP Challenges and Constraints

The company's existing Customer Data Platform (CDP) didn't meet their needs, and they faced limited resources to manage the migration to a more suitable platform. With a strict deadline approaching, the challenge was to plan efficiently and ensure a smooth transition while working with constrained resources.

The Opportunity: Digital Transformation through Personalization

The company aimed to accelerate its digital transformation by focusing on creating personalized customer journeys. By leveraging data, they sought to enhance customer experiences, drive growth, and become a data-driven organization that makes informed decisions to stay competitive.

Our Approach: Braze Integration and Support

Massive Rocket built a support team for the NLO Braze Center of Excellence, integrating Braze into their IBM marketing stack. They also developed a secure and scalable middle layer hosted on Azure to connect internal systems with Braze’s personalization modules, enabling seamless operations.

Really great vibes and great result from the transformation sessions.The presentations provided by Massive Rocket were clear, inspiring and complete.

It was great that our own team could present them, so that they became the face of the transformation.

Suzanne Vieveen

Teamlead Marketing Automation & Product Manager Personalization, Nederlandse Loterij

Results

Data Strategy and CRM Development

Single Source of Truth: A unified approach to data collection, identity management, and integration ensures consistency and accuracy across all processes.
CRM Strategy Development: Helped migrate nine brands to new capabilities, setting the foundation for an advanced customer relationship management system.
Solution Roadmap: Created a phased implementation plan to ensure a structured approach toward achieving the desired outcomes.

Customer Engagement and Campaigns

Customer Contact Strategy: Developed 250+ automated, standardized, and personalized campaigns to boost customer engagement and interaction.
Data-Driven Approach: Integrated data into lifecycle dashboards, providing real-time insights to measure KPIs and inform decision-making.

Strategic Partnership and Outcomes

Enhanced Customer Engagement: Leveraged Martech solutions to transform customer data into actionable insights.
Key Results:

Amplified customer engagement and marketing potential
Seamless integration of brands
Optimized, cost-effective data management
Future-proofed Martech stack and strategy

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