Connecting the Jumbo Lottery Platform to Salesforce Marketing Cloud: Integration & Activation Guide

Overview

The Jumbo Lottery Platform (JLP) supports real-time behavioural and server-side event streaming directly into Salesforce Marketing Cloud (SFMC) via a managed connection powered by Segment. This integration gives your team the ability to:

• Build targeted, responsive Data Extensions
• Trigger personalised journeys and lifecycle automations
• Drive engagement without managing SDKs, tagging, or client-side logic

Jumbo configures the Segment connection for you. To get started, simply provide:

• Your SFMC Client ID and Client Secret
• The Authentication Base URI
• Target Data Extension details

Once activated, your SFMC instance receives rich, structured supporter activity data in real time — ready to drive onboarding, engagement, subscription uplift, and beyond.

Where Segment Fits

Segment is embedded in the JLP as the central data routing and governance layer. As supporters engage with your digital channels — browsing tickets, making purchases, updating details — JLP emits structured events.

Segment:

• Validates those events
• Ensures consistency across channels (web, mobile, app)
• Delivers data to SFMC using API calls — in real time

Key Benefits

• No need for custom tagging or extra data engineering
• Consistent event structure across environments
• Reliable, immediate data flow to your SFMC instance
• Configuration managed entirely by Jumbo

Segment becomes your unified pipe for fuelling marketing automation with dependable data — without duplicating effort.

How the Integration Works

1. JLP generates behavioural and server-side events
2. Segment is connected to your Salesforce Marketing Cloud instance by Jumbo
3. Events are streamed in real time to SFMC
4. You map these events to Data Extensions or use them as entry conditions in Journey Builder

This setup aligns with Salesforce Marketing Cloud’s standard API-based integration model. For technical reference, see Segment’s Salesforce Marketing Cloud documentation (link external).

Events Available

JLP provides a broad spectrum of events to support segmentation, automation, and lifecycle marketing. A full tracking plan is available on request.

Behavioural Events (Client-side)

Captured from supporter interactions on your site or app:

• Product Added
• Cart Viewed
• Purchase Completed
• Registration Started
• Email Link Clicked
• Subscription Cancelled

Each event includes granular metadata such as draw number, price, entry source, platform, and whether the transaction is recurring.

Example: Product Added

{
  "timestamp": "2025-07-08T03:13:08.308Z",
  "event": "Product Added",
  "properties": {
    "description": "1 Ticket Book",
    "price": 50,
    "brand": "your_charity_lottery",
    "category": "raffle_ticket",
    "draw_no": "1234",
    "recurring_purchase_enabled": false
  }
}

Server-side Events

Generated by the platform and verified for accuracy:

• Recurring Payment Created
• Recurring Payment Attempted
• Recurring Payment Succeeded
• Recurring Payment Failed
• Order Completed
• Ticket Purchase Completed

These events are ideal for driving high-fidelity automations and lifecycle campaigns based on platform-confirmed actions.

Use Cases in Salesforce Marketing Cloud

Once connected, you can automate journeys and create dynamic segments based on real-time JLP activity. Below are common use cases:

Abandoned Cart Journey

• Trigger: Product Added
• Condition: No Purchase Completed
• Timing: Within 30 minutes of Cart Viewed
• Action: Send reminder with draw highlights or urgency messaging

VIP Welcome for Subscribers

• Trigger: Recurring Payment Created
• Action: Welcome message outlining exclusive benefits and early-access perks

Loyalty or Upgrade Journey

• Trigger: Order Completed
• Condition: Supporter is not subscribed
• Action: Email highlighting recurring entry or VIP program

Subscription Win-back

• Trigger: Subscription Cancelled
• Action: After 2–4 weeks, launch a re-engagement flow with upcoming draws, stories, or offers

These journeys operate alongside JLP’s operational communications (receipts, password resets, etc.), allowing you to personalise lifecycle marketing without duplication.

Getting Started

1. Log into Salesforce Marketing Cloud and collect the following:
   • Client ID
   • Client Secret
   • Authentication Base URI
   • Target Data Extension details
2. Send these credentials to your Jumbo Customer Success Manager
3. Jumbo will configure the Segment connection on your behalf
4. Events begin flowing into SFMC, ready for use in:
   • Journey Builder
   • Automation Studio
   • Dynamic segmentation

Summary

Need Support?

If you’d like help designing campaigns, structuring Data Extensions, or understanding available event fields, your Jumbo Customer Success Manager is ready to assist. We’re here to ensure your integration drives meaningful, data-led supporter engagement from day one.