Part Two
The Data
To what extent does your team use AI to support campaign execution? (e.g. copy generation, audience selection, optimisation)
Frequently as part of our workflow
Extensively: it's embedded in nearly everything
Occasionally for testing
“Nearly half of marketers now use AI frequently in campaign execution (49%), and another 27% say it’s embedded in almost everything. The next step isn’t more tools; it’s an operating model that turns AI into throughput. Positionless Marketing gives teams the data, creative, and optimization power to execute faster with clear measurement.”
Pini Yakuel Founder & CEO Optimove
In your opinion, how important is it to reduce marketing execution time to improve competitiveness?
Critical
Very Important
Somewhat Important
Not Important
Motti Colman
EVP Revenue
Optimnove
“Players won’t wait. Speed isn’t a nice-to-have; it’s the competitive advantage. Nearly half of marketers (47%) already get it and are rebuilding to move from insight to execution in real time. They are operating in a different realm. So why are 53% still comfortable being slow? In iGaming, if operators can’t match the pace of player interaction, they’ll be left in the dust.”
What Would make marketers More Agile? We asked respondents to explain in their own words...Here is what they said
Automation and AI Tools
Data and Analytics
Process, Compliance and Collaboration
“Using automated A/B testing for creatives would make decisions quicker.”
“Giving access to AI copywriting tools for fast campaign content. This would be of great help in executing marketing campaigns faster.”
“I would push for automated personalization engines tied to live matches or in-play betting spikes.”
“AI-powered tools that will analyse competitor advertising and messaging strategies will be very helpful.”
“Using machine learning for quicker targeting based on behaviour and betting history would make our teams more agile.”
“Tools for automating personalised offers and retention campaigns.”
“A visual dashboard of our marketing funnel that will auto update daily to identify conversion issues faster.”
“Interactive real-time dashboards in Tableau or Power BI would facilitate faster, data led decisions which can significantly improve our teams.”
“Strategically locking down our analytics platform to seamlessly connect with our campaign management tools for a closed loop feedback system.”
“We could use a more streamlined procurement process for buying new marketing technologies.”
“We can train our core marketing team with basic SQL which would provide self-serving data queries, including a return of bottleneck opportunities.”
“We could build a simple and standardized intake form for all marketing requests from other business areas which can help us in being agile in our operations.”
“We could build a simple and standardized intake form for all marketing requests from other business areas which can help us in being agile in our operations.”
“A more defined process for handling creative requests from non marketing departments.”
“Keeping one person for managing the workflow and prioritization of all marketing requests.”
“Regular audits of our marketing technology stack to identify redundant or unused tool could prove to make our teams more agile.”
