"National Lottery" and GlowByte have implemented a CVM platform

2026: CM Ocean Implementation

The National Lottery has introduced the CM Ocean CVM marketing platform of the Data Sapience vendor. The integrator was GlowByte. All campaigns for the development of the client base have been transferred to the new platform. The solution combines the main communication channels. GlowByte announced this on February 12, 2026.

At the start, the project team was faced with the task of increasing the efficiency of working with the client base through the use of segmentation, personalization, deep client analytics, contact policy, and the implementation of targeted marketing campaigns.

It was necessary to establish work with the client base, which contains information about more than 10,000,000 customers. The system should manage communications based on the rules of marketing campaigns, cascading mailings and scenario model based on triggers and aggregate data.

The project was implemented in a short time. The development and creation of the data mart took place simultaneously with the introduction of the CVM platform. It was necessary to find ways integration with existing systems (program) loyalty without the ability to make any improvements to these systems, or without direct access to them. Due to high security requirements, a separate infrastructure-isolated fault-tolerant loop with limited network access and detailed monitoring of user actions was deployed for the solution.

Despite the difficult introductions at the start of the project, all tasks within the project were completed. A highly loaded fault-tolerant lottery CVM platform allows you to form and conduct personalized campaigns, analyze the client base, apply business rules and ML models to form communications. The solution is integrated with various communication channels for sending messages and collecting responses. Client segments and personal distribution settings are now automatically transferred to channels. A single data mart for the system and its integrated IT landscape has been formed.

The IT architecture is based on the products included in the CM Ocean CVM marketing platform of the Data Sapience vendor: a tool for visually building multi-step and multi-channel marketing campaigns in the CM Ocean Batch Flow batch mode; CM Ocean Audience Marketing Data Management Product; CM Ocean Policy Contact and Product Policy Configuration Solution CM Ocean Communication Distribution and Communication Channel Management Tool CM Ocean Template. The client data mart in the new system is built using the MPP Greenplum class DBMS.

The next stage in the development of the CVM platform in the "National Lottery" will be the launch of real-time marketing based on the CM Ocean Real-Time Flow solution. The goal is to move from batch communications to situational interaction with customers based on their current behavior and context. It is planned to develop digital marketing by collecting and processing client events from the site and mobile application: user actions, interest in specific games, participation in circulation, responses to offers and changes in behavior. This will allow you to run personalized communication scenarios in the "here and now" mode - at the moment when the offer is as relevant as possible to the client.

{{quote 'Our goal is to make participation in lotteries a modern and personalized experience. The implemented platform is an important step from mass mailings to individual dialogue with each player. Now we can more accurately understand the preferences of our customers and offer exactly those games and events that are of interest to them, strengthening lotteries as a national tradition that unites generations, - noted Zhanna Shalimova, Deputy General Director of the National Lottery.}}

{{quote 'Moving to the CM Ocean platform is an investment in the flexibility of our business. In a highly competitive market, the speed of launch of marketing initiatives becomes a decisive factor. We have automated data management at all stages of the customer's life cycle. This made it possible to turn CVM marketing into a revenue driver, ensuring full transparency and measurability of each campaign based on 10 million profiles, "said Anastasia Senchugova, director of CRM development and loyalty programs. }}