“SoftExpert’s solution made it easier to obtain and extract information to generate data analyses that support the design of new market strategies, revealing, for example, behavior patterns of a specific audience quickly and accurately.”
Carlos Alberto Cortés López – Head of Information Technology
Automated dashboards
With SoftExpert Suite, sales analysis is generated automatically at the close of the sales process
Trend analysis
The solution reveals behavioral patterns quickly and accurately
Best practices
The platform comes preconfigured to comply with international standards and norms
Lotería de Medellín
Founded in 1931, Medellín Lottery is a Colombian state-owned company responsible for the operation, commercialization, management, and oversight of games of chance. It is the largest lottery in the country and leads in both sales volume and transfers of funds to the healthcare system.
Optimizing business operations
According to Carlos Alberto Cortés López, Head of Information Technology at Medellín Lottery, business decisions are increasingly driven by technology, as it optimizes operations, delivers faster responses, and improves service quality.
“Depending on data analysis, it is possible to create market strategies, as it reveals behavioral patterns of a specific audience within a market quickly and accurately, facilitating the extraction of information derived from events, preferences, and needs in the sector where it is applied,” says Cortés.
On April 17, 2018, the Colombian government approved CONPES document 3920, which defines the national data exploitation policy, making Colombia the first country in Latin America and the eighth worldwide to adopt a public policy in this area. According to Cortés, this opportunity enabled the implementation of data analysis initiatives within the organization, as Medellín Lottery’s senior management previously lacked a tool that allowed real-time visibility into business performance.
“Previously, to make decisions or understand specific sales behaviors, we relied on manual spreadsheet analysis, which resulted in time loss, errors, and constant rework,” Cortés explains.
A tool for data analysis
In response to this scenario, in 2018 Medellín Lottery launched a technology modernization initiative, investing approximately USD 2 million in infrastructure and software. The investment included a thorough selection process for a data analysis tool, in which Medellín Lottery identified SoftExpert’s solution as the best fit to address this challenge.
Flexibility and process integration
According to Cortés, Medellín Lottery increased efficiency in managing strategic indicators, automated sales analysis, and strengthened strategic planning monitoring with SoftExpert’s solution.
“With SoftExpert Suite, sales analysis is now generated automatically at the close of the Lottery’s sales process. As a result, senior management can view automated dashboards—even before the draw—showing sales behavior and distributor portfolio performance, in line with the premises of CONPES 3920. This enables trend visualization and accelerates decision-making, making it more proactive than reactive,” Cortés notes.
The solution also enables online monitoring of Medellín Lottery’s strategic planning, as analyses and charts are updated automatically. This makes it possible to present the current status of the strategic plan in different committees and meetings.
“We needed a tool that would allow us to manage information securely and in a timely manner, transforming data into actionable insights for decision-making. SoftExpert’s solution facilitated the acquisition and extraction of information to generate data analyses that support the design of new market strategies, revealing, for example, behavior patterns of a specific audience quickly and accurately,” Cortés adds.
SoftExpert Suite delivered flexibility and process integration by centralizing information in a single platform. The solution is intuitive, allowing users to adapt easily.
“Users can now focus their daily tasks on analysis rather than operations, dedicating more time to data interpretation. Another important aspect is that the solution comes configured to meet international standards and norms, as well as best practices in management,” Cortés emphasizes.
Next steps
One of the national government’s guidelines is the implementation of the Integrated Planning and Management Model (MIPG) across public institutions, for which the solution is essential. In this context, the next step is to incorporate the MIPG dimensions into the platform’s dashboards.
SoftExpert differentiators
• Low implementation complexity
• Excellent cost-benefit ratio
• Integrated components
• 100% web-based100% web
