So we have Big Data. Now what?

Cultivate a relationship between data and creativity.  Big Data is only as good as the people who use and apply it.

At a recent EL-WLA joint Marketing Seminar in London, England, Nelson Cabral shared with audience members the leadership philosophies, management principles, and innovation strategies he’s used to drive superior levels of performance and improve creativity and innovation capabilities for lottery and gaming teams.

Introducing “The Nelson Touch”

Nelson’s understanding of creative leadership and innovation was originally born in the school of disappointment. After working with lottery and gaming clients across Canada and around the world, he became inspired by the energy and desire to innovate, and frustrated by the inability to turn that motivation into concrete action-plans.  So he set out to challenge lottery and gaming companies to create disruptive strategies of innovation with a creativity framework which allows teams to generate and evaluate ideas along a spectrum of creativity: “Half Nelson”, “Full Nelson”, and “Lord Nelson.”

Quantity Over Quality: Yes, More Please!

Research shows that when a team is engaged in creative work, it’s better to focus on getting more ideas than getting better ideas, at least at first. Creativity demands abundance, which is why the goal is to increase the possible choices.

Innovation teams should begin by developing 30 solutions to every challenge: 10 ideas in each “Nelson Touch” category. This process forces you to break through conventional wisdom, to go far beyond small, incremental changes by connecting with exaggerated thoughts and ‘stretch goals’. By forcing yourself to the edges, you’ll uncover fresh, new ideas.

The 3rd category is based on Lord Admiral Horatio Nelson, a British officer in the Royal Navy, known for his leadership style and innovative ideas for winning sea battles. This is where the most disruptive, inspired, and unexpected ideas live.

Once you acknowledge and audit the status quo, you can then ignite a steady stream of disruptive strategies and unexpected solutions to stay ahead of the game – and discover your “Lord Nelson” Ideas.

Now That We Have The Big Data, Now What? 

From a technology perspective, we are seeing lotteries getting access to an enormous amount of data. But are we ready for it? Do we know how to use it? And are we able to translate data into the way we execute marketing?

There is no use getting the right technology to capture and apply big data unless you have the right skills and mindset within your organization. The conversation has shifted and the pendulum has swung. With the advent of data analytics, more people are now beginning to ask different questions: are lotteries skilled-up in the right ways so we can actually use big data? How do we turn big data into relevant business intelligence to enhance marketing decisions?

We need to adapt to a data-driven landscape by cultivating a relationship between data and creativity – using a collaborative creative culture. It will never be just about machines. There is always a person driving the bus and human intervention makes it come to life. Big Data is only as good as the people who use and apply it. In turn, Big Data fuels creativity and defends the Big Idea – a win win all around.

It’s critical that lottery and gaming teams use data to boost and improve their innovation processes – rather than stifle them up-front with the imperative that ideation be “evidence-based”.  To avoid a culture clash, you need a strong methodology to make the two, ideation and data-analytics, work together.

Big Jackpots And Jackpot Fatigue

We live in a supersize-me society. It’s a cultural “more is better” world we live in. What was wow yesterday is no longer wow. To get jackpot chasers excited, you need to outdo the last jackpot.  Successful lotteries have an active jackpot management strategy and take a very long road to slowly increase them over time.  The smaller the incremental increase in jackpot size, the more record-breaking jackpots you can have.

Lotteries are also developing fresh new campaigns to energize their jackpot games.  The key concept is ‘sustainability’: building a thoughtful approach towards game portfolio and jackpot management that has enduring appeal to the consumer and becomes the basis for a long-term growth model.

Big Communities And Building Relevance

With our changing and aging demographic, we need to be more curious about our customers.  Let’s go back to the beginning. Have people forgotten why lottery exists? Especially the new generation of young adults? Promoting a shared goal of helping society is what lotteries intended since the beginning of time. And fortunately for the mission of Lottery, 9 out of 10 Millennials would switch brands to one associated with a good cause, and two-thirds use social media to engage around CSR (2015 Cone Communications Millennial CSR Study).

The Next Pioneer            

This industry has grown because we had pioneers throughout decades of success.  We’ve had leaders who pushed the envelope and created today’s “new.” When you think about what they have in common, it’s the impetus for change.  What will inspire that next pioneer to drive for the next generation of sales growth and profit growth for good causes? These are our current dynamics that are inevitable and we can’t avoid.

So who is going to lead the change in bringing the “new” forward?

www.nelsoncabral.ca   |   nelson@nelsoncabral.ca   |   506.536.7004

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Synopsis

Français
Maintenant que nous avons des Big Data, que pouvons-nous en faire ?  D’un point de vue technologique, nous voyons les loteries avoir accès à une énorme quantité de données. Mais sommes-nous préparés à cela ? Savons-nous comment les utiliser ? Et sommes-nous en mesure de traduire ces données dans nos actions marketing ? Si l’on dispose de la technologie nécessaire à la capture et à l’application des Big Data, il est indispensable d’avoir les compétences et la mentalité adéquates au sein de votre organisation. Avec l’avènement de l’analyse des données, plus de gens commencent maintenant à poser des questions différentes : les loteries sont-elles qualifiées pour pouvoir utiliser les Big Data? Comment transformer les Big Data en informatique décisionnelle pertinente afin d’améliorer les décisions marketing ? Nous devons nous adapter à un paysage basé sur les données en cultivant la relation entre les données et la créativité et, pour cela, utiliser une culture créative collaborative. Cela ne concerne pas uniquement les machines. Il y a toujours un chauffeur pour conduire l’autobus, c’est l’intervention humaine qui active le véhicule. Les qualités des Big Data sont à la mesure des personnes qui les utilisent et les appliquent. À son tour, les Big Data alimentent la créativité et défendent la Big Idea, ou grande idée – une situation gagnant-gagnant. Le pionnier de demain Ce secteur a grandi parce que nous avions des pionniers qui ont œuvré avec succès des décennies durant. Nos dirigeants ont, par le passé, repoussé les limites et ils ont créé les « nouveautés » d’aujourd’hui. Savez-vous ce qu’ils ont en commun ? L’élan du changement. Qu’est-ce qui inspirera le pionnier de demain à mener la prochaine génération de croissance des ventes et des bénéfices pour de bonnes causes ? Il s’agit de nos dynamiques actuelles ; elles sont inévitables, et nous ne pouvons y échapper.
Español
¿Ahora que tenemos el Big Data, qué hacemos?  Desde una perspectiva tecnológica, estamos viendo cómo las loterías acceden a una enorme cantidad de datos. Pero, ¿estamos preparados para ello? ¿Sabemos cómo usar estos datos? ¿Y somos capaces de traducir datos de forma práctica para aplicarlos al marketing? Resulta inútil adquirir la tecnología adecuada para capturar y aplicar Big Data a menos que se posean las habilidades y la mentalidad adecuadas dentro de la organización. Con la llegada del análisis de datos, cada vez más personas están empezando a realizar distintas preguntas: ¿se están proporcionando a las loterías las competencias adecuadas para poder usar de forma eficaz el Big Data? ¿Cómo convertimos el Big Data en inteligencia comercial relevante para mejorar las decisiones de marketing? Necesitamos adaptarnos a un escenario en el que los datos sean protagonistas, cultivando una relación entre datos y creatividad, utilizando una cultura de colaboración creativa. Nunca se tratará tan solo de las máquinas. Siempre hay una persona que dirige, y la intervención humana hace que cobre vida. El Big Data solo es tan bueno como la gente que lo usa y lo aplica. A su vez, el Big Data alimenta la creatividad y defiende la Gran Idea: que todos salgamos ganando. El siguiente pionero Este sector ha crecido porque hemos tenido pioneros a lo largo de décadas de éxito. Hemos tenido líderes que han ampliado los límites para crear lo que hoy llamamos “nuevo”. Cuando uno piensa en lo que todos ellos tienen en común, la respuesta es la motivación por el cambio. ¿Qué será lo que inspire al siguiente pionero para conducirnos hacia la próxima generación de crecimiento de las ventas y del beneficio para una buena causa? Estas son nuestras dinámicas actuales, que resultan inevitables.
Deutsch
Jetzt, wo wir Big Data haben, was nun?  Aus einer technologischen Perspektive sehen wir Lotterien, die Zugang zu einer enormen Menge an Daten erhalten. Aber sind wir schon dafür bereit? Wissen wir damit umzugehen? Und können wir die Daten in unsere Marketingstrategien integrieren? Es macht keinen Sinn, sich die richtige Technologie zum Erfassen und Verarbeiten großer Datenmengen zu beschaffen, solange Sie nicht über die richtigen Fähigkeiten und Denkweisen innerhalb Ihres Unternehmens verfügen. Mit dem Aufkommen der Datenanalytik fangen nun mehr Menschen an, verschiedene Fragen zu stellen: Sind Lotterien in der richtigen Weise qualifiziert, um große Daten wirklich nutzen zu können? Wie verwandeln wir große Daten in relevante Business Intelligence, um Marketingentscheidungen zu verbessern? Wir müssen uns an eine datengesteuerte Landschaft anpassen, indem wir eine Beziehung zwischen Daten und Kreativität pflegen – mit einer kollaborativen Kreativkultur. Es geht nicht einfach nur um Maschinen. Es gibt immer eine Person, die den Bus fährt. Das menschliche Eingreifen erweckt die Sache zum Leben. Big Data ist nur so gut wie die Leute, die sie benutzen und anwenden. Im Gegenzug fördert Big Data die Kreativität und verteidigt die Big Idea – also rundum eine Gewinnsituation. Der nächste Pionier Diese Branche ist gewachsen, weil wir über Jahrzehnte hinweg erfolgreiche Pioniere hatten. Wir hatten Führungskräfte, die bis an die Grenze gingen und das heutige „Neue“ erschaffen haben. Wenn man darüber nachdenkt, was sie alle gemeinsam haben, dann ist es der Impuls für den Wandel. Was wird den nächsten Pionier inspirieren, der die nächste Generation an Umsatzwachstum und Gewinnwachstum für gute Zwecke vorantreibt? Das sind unsere gegenwärtigen Dynamiken, die unvermeidlich sind und die wir nicht umgehen können.

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