Veikkaus Oy | Pentaho

Customer Use Case

"Our source system data is among the most complicated that our very experienced data integration consultants have ever worked with. Pentaho has helped us to achieve near-real time, 24/7 data processing on blended structured and XML big data, which is a major step forward."

Reni Waegelein, CIO, Veikkaus Oy

Veikkaus Oy

Raises Its Game Using Pentaho Data Integration

Business Challenges

  • With the explosive growth of online gaming in Finland (up 260% in 2013 to over €900 million), Veikkaus needed to accelerate the flow of data through its pipeline and get a 360° real-time view of the gamers to improve customer experience.
  • Veikkaus established a goal to gain a wider, more detailed, real-time view of its business by blending structured and unstructured big data sources in a single platform.
  • Veikkaus set a standard for 100 percent data accuracy, as it sought to use its data for financial reporting, compliance and marketing purposes.

Pentaho Solution

  • The game data Veikkaus’ system was loading from sales terminals and the Internet every day was taking up to two days to reach marketing. This meant marketing could not react to player behavior fast enough to do things like welcome its new loyalty customers or publish relevant, contextual marketing services to drive additional sales.
  • Com­plexity in Veikkaus’ data pipeline: high volume, velocity and the need to blend structured and unstructured data.
  • Currently merging with with Fintoto (horseracing) and RAY (slots and casino) to become Finland’s largest consumer company and on-line store which meant that it needed a future-proof data backbone to accommodate these new data sources.

Value Added

  • Instead of taking data two days to reach marketing, the feeds arrive in near real-time. Now marketing is able to send personalized offers to at least a million registered loyalty customers every week ahead of the lottery, boosting sales and the customer expe­rience.
  • Veikkaus was able to achieve 100% data accuracy. For the first time, the business can really trust their data.
  • Using Pentaho Data Mining, Veikkaus can con­stantly monitor for gamblers whose patterns indicate they may be at risk for developing a gambling addiction.

Why Pentaho

  • Modern, future-proof architecture based on open standards
  • Tight integration with Cloudera’s Hadoop distribution and other big data technologies
  • Professional services to support and enable development team 

Related Resources

Pentaho Excellence Awards - Customer Case Study of Award Winner: Veikkaus

Body

Veikkaus Oy improves targeted marketing efforts for Finnish national lottery with Pentaho’s Data Integration

In the latest post in our ongoing series highlighting the winners of the 2016 Pentaho Excellence Awards, let’s examine Veikkaus Oy. They are the Finnish national lottery and winner of this year’s Pentaho Excellence Award in the Big Data Category.  Veikkaus Oy used Pentaho to solve a significant big data problem.

Overview

Veikkaus Oy offers high-quality gaming entertainment to Finnish citizens and raises over €10 million a week in profit. Veikkaus then contributes those funds to the Finnish Ministry of Education and Culture, who distributes them to organizations that sponsor Finnish art, sports, science, and youth activities. Thanks to these financial benefits, Veikkaus has become an integral part of Finnish society.

The Challenge

Prior to migrating to Pentaho, Veikkaus used another database system to generate reports for tracking purchase information and guiding analytics and marketing efforts for future drawings. However, that system typically took one to two days to generate marketing reports, leaving the marketing team in the dark about the success of their efforts promoting each jackpot until after the game was over.  The slow reporting affected other programs, too. For example, reminder messages to loyalty program members about playing in future drawings weren’t being sent in a timely fashion or were not based on most current data.  Furthermore, Veikkaus had legacy data flows of more than 600 million rows, so whatever big data solution they chose had to be able to integrate this legacy data into the new system quickly.

The Goals

Veikkaus’ goal was to get better, timelier information from its databases for a real-time view into their business. The organization’s database architecture was chosen to be an environment that included Cloudera, Cognos, HP Vertica, Apache Kafka and SAS architectures, so the team needed a data integration solution capable of combining structured and unstructured data from all these environments in near real time.

The Solution

Veikkaus worked closely with Pentaho to get Pentaho Data Integration (PDI) integrated into their database environment quickly and efficiently. They also wanted to minimize downtime for staff training or building report templates.

Impact & benefit

After they adopted Pentaho into their network, Veikkaus was able to process files more quickly and issue messages to loyalty program members at the rate of 200 messages a second; a big uptick in message processing speed that allowed Veikkaus to get information to customers at the right time. Additionally, that large 600 million row data set was integrated into the new database system in only 20 hours. The faster reporting has improved Veikkaus Oy’s operations significantly, and thanks to their efforts Veikkaus had a record profit of €531.7 million in 2015.

The improved big data insights Pentaho provided to Veikkaus about their business will also give them more insight into marketing trends and pricing, which they are eager to use in the development of new games for their customers.

To learn more about their story, listen to this webinar recording: Online Gambling: Winning with Big Data.

Category