The Future of Marketing: A Data-Driven, AI-Powered Approach
The marketing landscape has undergone a seismic shift. Record-high advertising costs and increasing competition have forced marketers to rethink traditional strategies. At SciPlay, we’ve embraced a data-driven, tech-powered approach to navigate these challenges. By leveraging advanced analytics and predictive modeling, we’ve not only optimized our marketing spend but also supercharged our creative output.
A Data-Driven Foundation
Thriving in this new landscape demands innovation and investment in robust infrastructure. At SciPlay, we’ve responded by building a robust internal marketing tech stack. This includes sophisticated attribution models that allow us to analyze data and measure performance with unparalleled accuracy, bypassing the limitations of vendor-provided metrics.
AI: The Catalyst for Innovation
Artificial intelligence has become indispensable in our data-driven approach to marketing. On the creative side, AI-powered tools have complemented our art production capabilities, enabling us to iterate rapidly based on competitive insights. For instance, our creative teams leverage AI to generate multiple variations of ad creatives, analyze their performance, and automatically adapt them for different target audiences.
Operationally, we’re building automation tools for media buying that optimize bids across geographies and campaigns. This includes predictive return on investment models that forecast the long-term value of each user acquisition channel, allowing us to dynamically allocate budgets where they'll have the greatest impact. This frees up our team to focus on strategy and innovation.
Efficiency and ROI: The Ultimate Goals
Efficiency is the linchpin of our modern marketing strategies, and ROI remains our guiding metric. By implementing predictive modeling, we've not only optimized our spending but also ensured that our marketing investments contribute to long-term growth. Predictive models help us evaluate returns over different time horizons, ensuring every dollar spent justifies its worth.
The Future of Marketing: A Human-Centric Approach
As AI evolves, its role in marketing will only grow. By embracing data-driven insights and AI-powered tools, marketers can unlock unprecedented levels of efficiency, creativity and ROI. However, it's crucial to approach this technological revolution with a human-centric perspective, using AI to augment human creativity and decision-making.
By automating routine tasks, AI empowers marketers to focus on high-value activities — e.g., strategic thinking, innovative ideation, and building strong relationships with customers. By leveraging AI to analyze vast datasets, marketers can gain deeper insights into consumer behavior, preferences and trends. This enables them to create more personalized, targeted and effective marketing campaigns that resonate.
The future of marketing is a blend of human ingenuity and technological advancement. By harnessing technological enhancements to amplify human ingenuity, marketers can unlock transformative growth and deliver exceptional customer experiences.
Yaron Bartal is vice president of growth at SciPlay, a leading developer and publisher of digital games on mobile and web platforms
Yaron Bartal, Vice President of Marketing, SciPlay
Yaron Bartal brings over 15 years of expertise in performance marketing, business growth, and digital strategy. After earning a degree in International Marketing, he began his career at Matomy, one of the leading global digital marketing agencies of its time. In 2014, Yaron founded Forepeak Media, an agency specializing in mobile and video advertising, where he honed his entrepreneurial skills and built impactful marketing solutions. In 2018, Yaron joined Apester, an innovative interactive content platform for publishers, where he led revenue operations and media, driving significant business results. In September 2020, amidst the challenges of the global pandemic, Yaron joined SciPlay as Vice President of Marketing. Since then, he has been instrumental in overseeing the company's global growth and marketing strategies, leveraging advanced analytics, AI, and performance-driven initiatives to achieve success in the competitive gaming industry.
