Marketing transformation with AI
James Zipeure
Project Manager
COO
AI Developer
GroupM
Havas
Optimedia
Transforming marketing productivity through intelligent automation, seamless digital integration, and sustainable strategies for brands and agencies
CASE STUDY
At Exact A.I., our focus was on transforming marketing and advertising productivity through cutting-edge automation and consulting services tailored for agencies and marketing departments. We provided a suite of intelligent automation solutions that allowed organisations to streamline processes, eliminate repetitive tasks, and integrate systems seamlessly. This empowered teams to focus on creative and strategic work, while automation took care of the more routine, manual tasks.
The work we did revolved around building end-to-end automation workflows, whether that was across marketing, finance, or data systems. With integrations for platforms like Google Ads, Adobe Marketing Cloud, Amazon Advertising, and more, our technology helped agencies and brands operate more efficiently, improving everything from data transfer and communication to reporting and reconciliation. These systems weren’t just about operational efficiency—they ensured secure data management and granular control across departments, partners, and clients, making collaboration seamless across the board.
Another key area of our impact was through consulting services, where we analyzed teams' productivity, identified bottlenecks in workflows, and helped optimize their use of software and time. Our solutions helped organizations reimagine their operations by not only automating tasks but also driving significant increases in customer value and return on investment. By reducing waste and enhancing productivity, we allowed businesses to do more with less and ensure that their digital and marketing efforts were more valuable and impactful.
Additionally, our work included commercial sustainability—we helped clients navigate the ever-evolving digital landscape by ensuring their operations were future-proof, adaptable, and positioned for scalable growth.
Ultimately, at Exact A.I., we brought a holistic approach to marketing transformation, focusing on automation, digital integration, and sustainable commercial strategies for brands and agencies across the globe
WHAT WE DO
Assess current marketing operations
Begin with a comprehensive audit of the current marketing operations for both brands and agencies. Identify inefficiencies, bottlenecks, and areas that could benefit from automation or digital integration.
Gather feedback from stakeholders across departments to understand the pain points and potential opportunities for improvement.
2. Identify automation opportunities
Pinpoint repetitive, time-consuming tasks that can be automated. Examples include email marketing, social media scheduling, lead nurturing, and data entry.
Research and implement intelligent automation tools like AI-driven software, chatbots, or CRM systems to streamline these tasks, freeing up time for creative and strategic work.
3. Develop seamless digital integration
Ensure that all marketing tools, platforms, and systems (CRM, analytics, CMS, etc.) are integrated for seamless data flow. Adopt a centralised platform that allows for real-time data sharing across teams and departments, enabling quick, informed decisions and smoother campaign execution.
Use integration platforms like Zapier, HubSpot, or Salesforce to create workflows that connect tools and automate communication between them.
4. Implement sustainable marketing strategies
Focus on long-term, sustainable marketing strategies that drive ROI while ensuring resource efficiency. Develop content that can be repurposed, automate customer interactions where possible, and minimise redundant marketing efforts.
Introduce eco-friendly approaches in campaign execution (e.g., digital-first strategies, minimising print materials) and emphasise sustainability in messaging, as consumers increasingly value brand responsibility.
5. Train teams on new technologies
Equip marketing teams with the skills they need to leverage automation tools and digital integrations. Provide ongoing training on how to maximize productivity with these tools.
Create easy-to-follow SOPs (Standard Operating Procedures) to ensure everyone follows a cohesive process when using automation and integrated systems.
6. Monitor and optimise
Set up KPIs to track the effectiveness of the automation and digital integration in improving marketing productivity. Use real-time analytics to monitor campaign performance, making data-driven adjustments to optimise workflows and processes continuously.
Refine marketing strategies based on insights gained through these tools, ensuring they remain relevant and aligned with evolving consumer needs.
7. Sustain growth and adaptation
Continuously update automation and integration tools to keep pace with technological advancements. As your agency or brand grows, scale operations to meet new demands without sacrificing efficiency.
Adopt an agile approach to strategy, quickly responding to market changes and integrating new digital solutions that ensure long-term sustainability.
FAQ
How do we start improving our marketing operations?
Start with a thorough audit of current operations to identify inefficiencies, bottlenecks, and areas where automation or digital integration would be beneficial.
What tasks should we automate first?
Focus on repetitive tasks like email marketing, social media scheduling, lead nurturing, and data entry, which can be streamlined with automation tools.
What automation tools should we use?
Tools such as AI-driven software, CRM systems like HubSpot or Salesforce, and chatbots can automate marketing tasks, freeing up time for creative work.
Why is digital integration necessary?
Digital integration ensures seamless data flow across platforms and departments, enabling faster decisions and smoother execution of campaigns.
How do we integrate our marketing tools effectively?
Use integration platforms such as Zapier, HubSpot, or Salesforce to create workflows that connect marketing tools and automate data sharing between them.
What is a sustainable marketing strategy?
A sustainable strategy focuses on long-term growth, using content that can be repurposed, automating customer interactions, and implementing eco-friendly campaign tactics.
How can we make our campaigns more environmentally friendly?
Shift towards digital-first strategies, minimise print materials, and incorporate sustainability in your messaging to appeal to eco-conscious consumers.
What training do teams need for new technologies?
Provide comprehensive training on using automation tools and integrated systems. Create standard operating procedures to ensure consistency across the team.
How can we ensure everyone follows the same processes?
Develop clear Standard Operating Procedures (SOPs) to ensure that all team members follow cohesive processes when using automation tools and integrated platforms.
How do we track the success of automation and digital integration?
Set KPIs to measure productivity improvements, track lead generation, and monitor campaign performance in real time to optimise workflows.
What specific KPIs should we track?
Track KPIs such as conversion rates, lead quality, time saved through automation, campaign ROI, and engagement rates to assess the impact of your automation efforts.
How do we continue to refine our marketing strategies?
Regularly analyse real-time data, monitor trends, and use insights to make data-driven adjustments that keep strategies aligned with changing consumer needs.
How do we keep pace with technology advancements?
Continuously update automation and digital integration tools to align with new technologies, ensuring your systems remain efficient as your business grows.
What if our business needs change?
Adopting an agile marketing approach allows you to quickly pivot strategies and incorporate new digital solutions, staying responsive to shifting market conditions.
How do we improve collaboration between teams?
Foster collaboration by using a centralised platform that enables real-time data sharing and communication across marketing, sales, and operations teams, ensuring alignment.
