Case Study: BCLC achieves higher marketing ROI and major cost savings with Dataiku

BCLC Optimizing Media Spend and Driving Marketing ROI

BCLC, the British Columbia Lottery Corporation, needed a better way to optimize its marketing budget after facing tougher competition for entertainment dollars post-COVID. Its existing Marketing Mix Models covered only part of its spend and relied on external agencies, leaving key questions about ROI unanswered. BCLC turned to Dataiku and its MMM capabilities to bring the work in-house and scale beyond a manual, laptop-based process.

With Dataiku, BCLC automated data integration, preparation, modeling, and reporting across internal and external data sources, while also improving collaboration and governance. The results included $1 million saved in consulting fees, thousands more saved through automation, and up to 40x higher returns on ad spend for some channels. Dataiku helped BCLC cut processing times from hours to under 30 minutes and enabled major media allocation shifts, improving flexibility and marketing effectiveness.

BCLC

Bindu Joopally

Senior Analyst