Our work — Miljonlotteriet

Miljonlotteriet: Understanding and Reducing Customer Churn

Based in Gothenburg, Sweden, Miljonlotteriet is a renowned lottery company that has been in business for over 50 years now. They offer various services like online lottery, subscription-based scratch lottery as well as bingo games. They are supervised by the Swedish Gambling Authority and donate a major part of their profits to social causes, contributing more than 200 MEUR (2.3 billion SEK) over time.

A need for change to understand the customer better

The nature of business in online gambling leads to a high churn rate of subscribers. It is crucial for the decision-makers to understand patterns related to customers unsubscribing from their products. If these patterns can be understood early enough, effective countermeasures can be adopted before customers drop out. These measures include e.g. customer engagement with incentives and well-timed, proactive one-to-one communication. Improved retention rates lead to a larger pool of customers and increased revenues. Moreover, the client wanted to understand online customer behavior, link it to CRM data, use Einstein Discovery analysis and, by doing so, create a 360-degree view of the customer. Finally, they wished to target their marketing to the subscribers based on intelligent insights surfaced by Einstein Discovery Stories.


Leveraging Fluido’s Salesforce Einstein AI expertise to analyze, understand, and predict customer subscription churn

Fluido planned and carried out the architecture and implementation of Einstein Discovery, in conjunction with Sales Cloud and Marketing Cloud products. Some of the most salient deliverables include:

  • Sales Cloud with Big Objects to store millions of rows of data from a legacy system.
  • Creation of datasets with key variables identified by the client.
  • Stories to gain insights on what kind of influence campaigns, media type, time of the year, payment modes, and other factors affecting marketing efficiency.
  • Einstein Analytics dashboards for C-level team, portraying the sales against set goals and benchmarks.
  • Integrating Einstein Analytics with Google Analytics to see customer behavior online.
  • Implementing Marketing cloud to handle email campaigns, surveys, and SMS communications.
  • Integrating Marketing Cloud with Sales Cloud to form effective marketing strategies using up-to-date CRM data.
  • Sunset some of the legacy systems that were used for sales and surveys.


Industry and Region

Non-profit (Lottery), Sweden

Business challenge

The client wanted to understand the patterns that lead to subscribers dropping off from millions of records of historic data.

Project highlights

Fluido implemented Einstein Analytics & Discovery. To understand the patterns in customer churn, stories were generated from models and inferences that led to business actions.

Tools and Technologies

  • Einstein Analytics Plus
  • Sales Cloud with Big Objects
  • Apex and REST API
  • Google Analytics integration
  • Marketing Cloud

Key benefits

  • Understand why customers leave.
  • Predict & prevent churn with smart customer engagement.
  • Study online customer behavior and tie it to CRM data, forming a 360-degree view of the customer.
  • Understand the customer throughout their entire user journey.
  • Target and personalize marketing based on gained insights.
  • Understand loyal customers better.
  • Increase customer lifetime value.

Next reference

Reference — Dennemeyer Group

Dennemeyer: A Salesforce-Enabled Sales and Marketing Transformation Journey

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