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Smartico Develops a Rockstar AI Predictive Tool for CRMs

Published

5 years ago

August 13, 2021

Wladimir P.

Reading Time: 3 minutes

Knowing me, knowing you … There’s nothing we can do …

Goes the famous ABBA song of the 1970s.

Ironically, this is exactly the conundrum that customer relationship management (CRM) executives face when they design and implement a marketing strategy. Especially those in the gaming and betting industry. They know who their customers are. They know their customers could punt big.

But they don’t know the most ideal time to send a simple email to their customers. Or they don’t know the best time to push a social media post.

Shortcomings of One-size-fits-all Strategy

Oftentimes, CRM executives resort to a one-size-fits-all strategy. Take the email campaign as an example. They push their mails over the night so that the job is done by the next day. That is one neat tick on the box of weekly tasks.

But does it get the job done? The job of making the customers read the mail and follow the call for action?

Well, a no has to be the answer here. Different customers have different reading habits and different routines. The mail, for example, may not reach them at the exact time when a user engages most on the internet.

How would a CRM executive know this? That’s why we are back again to the ABBA song of the seventies: Knowing me, knowing you … There’s nothing we can do.

But not quite so now. This is 2021. And there has to be a way.

Enter Smartico’s AI Model

Smartico’s new AI tool automatically customizes the communication schedule of each and every customer, based on the real-time data on the online habits of the customer.

If X is most active during the mornings for the last six months or so, and is most likely to make a bet on that time on Sunday, it is a no brainer that the CRM executive must push the mail and social media posts on Sunday mornings.

The new module of Smartico CRM does exactly this. The AI tool analyzes the real-time data on customer behavior and predicts the optimum timings for communication.

Let’s look briefly into how it is done.

How It Works

The Smartico AI model relies on machine learning. It can make accurate predictions from large data sets. It will be of great use in customer retention. The model predicts the best time of the day to send email communication to the customers.

The model uses the user data on the existing CRM. It predicts the best time for sending communications to the user. Communications can be

Emails
Push messages
Short messages
Social media posts

The next step is to define the best time. Is it mornings, evenings or later nights? Smartico’s model uses a 24-hour time frame.

The model analyzes the past activities of a customer in the CRM database to predict the best times. Customer activities can be any of the following:

Just being online – opening mails or seeing social media posts
Engaging with the message – reading mails, clicking links on messages or interacting with social media posts
Doing business – making deposit, posting a bet, or signing up

This is not a plug-and-play AI model. It needs active involvement of a CRM operator for best setup. Smartico offers a smooth interface that allows the operator to set up the tool. While it could take some hours to set up the campaign initially, the tool will provide results within much more quickly once perfected.

During the setup, the operator can perform any of the following tasks:

Finding optimum timings for communication – The tool will offer multiple optimum timings during the 24-hour period. Human intervention is required to identify the best timing among them.
For short term campaign – The model will predict the nearest best timing for sending a communication.
For long term campaign – The tool will offer a range of best timings over a week for scheduling a campaign.

Simplifying AI

Smartico’s team spent long hours to create a working AI model that could improve the CRM platform’s customer retention and conversion rate. The team tried and discarded several models, and tried again, found and improved the present prediction model. It has the proven capability to improve the conversion rates.

AI is going to change the way a CRM system works, especially for highly competitive segments like betting and gaming. It is here to stay. It’s like a sweeping wave. The smart way is to harness its power to improve your CRM and enhance customer retention.

The AI systems do not come often with a low entry point. It’s high-end engineering. Smartico’s AI model is perhaps the one with the lowest entry level. It simplifies the human tasks so much so that the user does not need to worry about the architecture or data processing. Just follow the interface and see the results.

Knowing all these things, this is the best you can do – for your CRM that is.

Affiliates

PartnerMatrix teams with Broadway Platform to roll out Agent System to PAM clients

Published

1 hour ago

June 29, 2026

Wladimir P.

partnermatrix-teams-with-broadway-platform-to-roll-out-agent-system-to-pam-clients

PartnerMatrix, part of the EveryMatrix Group, has signed an exclusive collaboration with Broadway Platform, a Player Account Management platform (PAM) developed by SPRIBE, to expand distribution of the PartnerMatrix Agent System. The agreement was announced Monday, June 29th, 2026, in Malta.

Under the deal, Broadway Platform will introduce the PartnerMatrix Agent System to its clients as a tool to manage and scale offline traffic operations alongside digital affiliate activity.

PartnerMatrix said the Agent System is designed to give operators visibility and control over agent performance, commission structures and player activity within a connected environment, supporting online and offline traffic management across multiple territories.

Vahe Khalatyan, Head of PartnerMatrix, said: “We are pleased to launch this collaboration with Broadway and expand the reach of our Agent System to a wider network of operators.
“Operators increasingly need stronger control across both online and offline acquisition channels, and this collaboration helps bring that capability to more partners globally.”

Giorgi Samkharadze, Director at Broadway Platform, said: “We’re constantly looking for ways to help our partners grow more efficiently across diverse markets. The PartnerMatrix Agent System offers operators a powerful framework for managing both affiliate and agent-driven acquisition within a single ecosystem.
“As our global footprint continues to expand, particularly across emerging markets where offline traffic remains highly influential, we see significant value in providing our partners with access to scalable solutions that support sustainable growth.”

The post PartnerMatrix teams with Broadway Platform to roll out Agent System to PAM clients appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

affiliate marketing

Intelitics adds generative AI visual reporting tool for iGaming marketers

Published

1 hour ago

June 29, 2026

Wladimir P.

intelitics-adds-generative-ai-visual-reporting-tool-for-igaming-marketers

Intelitics has launched Actionable Intelligence, a generative AI reporting feature designed to let iGaming and sports betting marketing teams create custom data visualisations on demand using plain-language questions.

The company said the tool builds on Intelitics’ existing reporting stack used to track partner performance, campaign ROI and acquisition metrics. Instead of commissioning a new report or writing code, users can query the same dataset and receive a chart or visualisation in response.

Use cases cited by Intelitics include comparing partner performance by traffic source, drilling into individual campaigns, and breaking down player value by acquisition channel. Intelitics said the feature interprets iGaming and affiliate marketing terms including partners, offers, traffic sources, player value, acquisition channels, GGR and NGR, without requiring users to translate requests into SQL.

“The data our customers need to make better decisions has always been inside Intelitics,” said Allan Stone, founder and CEO of Intelitics. “Actionable Intelligence makes it accessible on their terms, with no technical skills required and no waiting for a report to be built. We designed it so that everyone on a marketing team, not just the analysts, can explore their data and act on what they find – and we built it to understand the way iGaming and affiliate marketers actually talk about their business, from partners and offers to GGR and NGR.”

On data governance, Intelitics said Actionable Intelligence runs within each customer’s Intelitics environment. The company stated that customer data is not pooled across accounts, shared with third parties, or used to train any model outside that environment, and that each visualisation is generated only from the customer’s own Intelitics data. The feature is available to Intelitics customers.

The post Intelitics adds generative AI visual reporting tool for iGaming marketers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Stake names UFC flyweight contender Tracy Cortez as global ambassador

Published

1 hour ago

June 29, 2026

Wladimir P.

stake-names-ufc-flyweight-contender-tracy-cortez-as-global-ambassador

Stake has appointed UFC women’s flyweight contender Tracy Cortez as a global ambassador, with the partnership set to begin in June 2026.

The company said the deal adds Cortez—currently ranked No. 8 at women’s flyweight—to its growing group of UFC athletes and ambassadors. Stake also listed Alex Pereira, Max Holloway, Merab Dvalishvili, Caio Borralho and Alexandre Pantoja among its current UFC ambassadors.

Cortez holds a 12-3 record, according to Stake, and rose through Dana White’s Contender Series in 2019. The company also referenced an 11-fight win streak during her career.

Akhil Sarin, Chief Marketing Officer at Stake, said: “Tracy Cortez is a phenomenal athlete, who we’re really excited to be partnering with in this new ambassadorial role. She has proven herself to be a real contender in the UFC flyweight division already, and as she comes into her prime, Stake is proud to support her journey.

“Tracy’s personality and competitive spirit is something which aligns with our values at Stake – she’s fun, the fans love her, and we’re looking forward to bringing a valuable partnership to MMA fans.”

Stake ambassador Tracy Cortez added: “Partnering with Stake feels like the perfect fit for this chapter of my career. This is a brand at the cutting edge of sports and entertainment, and they value the same grit and authenticity that I bring to every fight.

“I’m ready to engage with my supporters in a whole new way and take this journey to the next level together.”

The post Stake names UFC flyweight contender Tracy Cortez as global ambassador appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.