Creating international synergy
- 5 countries to one Martech stack (10+ tools)
- Framework for Knowledge Sharing
- 224% growth in amount of A/B tests
- 1
The challenge
The Postcode Lottery Group (Novamedia) has the ambition to increase collaboration among its various international lotteries. One of the initiatives was to merge marketing processes and technologies. Turntwo was given the task to successfully implementing this initiative."
- 2
The approach
Together with the Postcode Lottery Group, we have initiated the alignment of CRO (Conversion Rate Optimization). In an international taskforce, we developed a uniform approach to CRO. We then applied the same methodology to other martech areas, such as Marketing Automation, digital advertising, and knowledge sharing. Additionally, we have integrated technologies and provided support in the (technical) development of various proof-of-concepts.
- 3
Results
After the successful CRO alignment, the international lotteries are now able to conduct experiments more quickly and easily, taking into account the requirements in the different countries. Other martech areas have also been aligned; teams are now working together in international context, and an international database has been implemented where both knowledge and expertise can be accessed.
Turntwo supports us in aligning our MarTech infrastructure on both the technical and organizational side across all countries where we are active. They have developed a methodology and created a customized program for us that they implement together with our teams in the various countries.
What I appreciate about working with Turntwo is that they not only have organizational knowledge but also a lot of substantive knowledge, a down-to-earth perspective, establish a good rhythm, and are good at proactively anticipating changes.
Throughout the entire process, Turntwo has been a valuable and involved partner for us, and we are convinced that together we are building a MarTech infrastructure from which we will reap the benefits for a long time to come.
— Kim Geurtz(Head of New Business)
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