Many of us have bought a lottery ticket just for fun. Or maybe when there’s a big jackpot. How we play the Lottery is one thing; why we play the Lottery is another. If you sell Lottery tickets, you need to understand both so you can communicate most effectively with the right message in the right place at the right time. Neil, back by popular demand, divulges how the Belgian National Lottery created behavioral segmentation models for their online customers to understand opportunities for upsell, cross-sell, and reactivation. Neil dives into combining attitudinal and behavioral data to build communication strategies based on an individual’s playing behavior, allowing the Belgian National Lottery to be more relevant and timely – and effective.