The Challenge
365Scores, a member of the Entain group, has partnered with Alison.Ai to enhance its market analysis and strategic planning capabilities. This collaboration utilizes advanced analytics and insights to understand industry trends and opportunities better.
However, over time, 365Scores expanded its use of the platform’s other features, and it became an integral part of the organization’s activities.
“We reached a point where we recognized the need to enhance our creative capabilities and to analyze the competitive market more effectively. We were searching for a tool that could facilitate this, yet at that time, such tools were not available. As one of the earliest adopters of Alison’s platform, 365Scores’ trajectory is not just a testament to the effectiveness of the tools, but also a narrative of evolving strategies and unprecedented success,” says Rafi Halfon, 365Scores Head of Growth.
The Approach
The creative team at 365Scores found inspiration through Alison’s tools, benefiting from in-depth competitor research that surpasses traditional methods and provides recommendations based on successful elements in competitors’ creatives. The platform became an indispensable resource, fundamentally altering how the creative team approached analysis and ideation. Halfon stated: “Today, when we construct a creative plan, we seriously consider the platform’s recommendations on framing elements, such as whether to feature a man or a woman or display screens. The creative process, once subjective and based on intuition, has transformed into an objective and data-driven exercise.'”
Simultaneously, the User Acquisition (UA) team at 365Scores has been utilizing Alison to optimize their strategies and plan future operations. The platform’s capabilities went beyond mere inspiration, offering tangible benefits regarding operational efficiency and strategic planning. The UA team underwent a paradigm shift in their approach, as they began measuring elements within their ad creatives in an effective and easily measurable way.
A pivotal turning point in this success story was when 365Scores started measuring the impact of different characters within their content – male versus female characters, specific influencers, or players – resulting in an increase of +15% IPM when incorporating Alison’s insights. This level of detailed analysis was unprecedented for 365Scores, helping them break down and understand the dynamics of their content deeper than before. The team at 365Scores began figuring out the best places in their creative work to include specific characters for the most impact, in order to achieve even higher KPI results.
The analysis even extended to the particular influencers employed by 365Scores. Alison enabled them to measure the effectiveness of influencers not just collectively, but at an individual level. Names of influencers became data points and reached +23% IPM results, allowing them to examine each influencer’s impact on the audience carefully.
Connecting the right character and/or influencer to each ad’s specific concept and message became a more polished skill, ensuring it would resonate with the target audience, lifting their content strategy to a whole new level, and increasing the AVG account ROAS by +18%.
The Results
As Alison.Ai continues to evolve and advance in the generative AI field, 365Scores remains at the forefront of innovation, harnessing the tools to drive its creative and strategic endeavors. This success story shows how strong a relationship between a forward-thinking company and an advanced platform can be – a relationship that has propelled 365Scores to new heights of success in the dynamic digital landscape.
“As a technology company, we were captivated by Alison’s concept, which was quite revolutionary in the field when the system was first presented to us,” Halfon concluded.
