Read time 7 minutes
Agents that let you act while others are still analyzing!
Why it matters:
In reading this text, marketers will learn how the Optimove MCP connects the CRM data and capabilities they need with the Excel workflows they already use. They will see how natural-language prompts can help them update campaign trackers, answer business questions with charts and insights, and turn promotion plans into action in Optimove.
For lean teams at an iGaming startup, this connection can reduce repetitive work and dependencies on analysts, developers, or other platform specialists. Instead of moving between reporting tools, waiting for support, and manually recreating work across systems, a marketer can move from question to insight to execution with fewer handoffs.
Key takeaways:
Traditionally, connecting CRM outputs and Excel would mean exporting data from the system or asking someone else to pull the numbers, copying information between places, rebuilding reports manually and relying on other teams to have all set up.
With the Optimove MCP, the workflow between Optimove's platform and Excel can be much more direct.
On the AI tools marketers are already using, such as Claude or ChatGPT, they can request what they want using natural language; the connection via Optimove MCP will allow the AI tool to call Optimove to retrieve the requested information and organize it as specified, directly into an Excel file.
The marketer does not need to manually map every field or repeatedly export fresh reports. In other words: they can keep working in the AI surface they already use, while bringing Optimove’s data and capabilities into that workflow.
Optimove AI is the only marketing AI suite that works in three surfaces: inside the platform with Native AI, outside the platform through the Optimove MCP, and on top of the platform through Optimove Custom Apps.
The Optimove MCP, outside the platform, connects Optimove to the AI tools marketers already use. For the marketer working in Claude, ChatGPT, or other AI surfaces, the MCP integrates Optimove into that workflow. The marketer prompts the AI they already use. The AI calls Optimove. The platform ships the work, with full governance preserved.
That distinction is important for the Excel use cases.
The goal is not to force every task into a new interface. It is to let marketers start from the tool, file, or question already in front of them and bring Optimove into the workflow when CRM data or CRM action is required.
Consider a simple campaign tracker containing campaign names, budgets, and start dates.
Rather than checking each campaign individually and copying updated performance data into the spreadsheet, the CRM professionals can ask the AI to read the table, retrieve the latest information from Optimove, and write it back into the relevant rows.
Now imagine a startup sportsbook marketer preparing for a weekly performance meeting.
They have an Excel tracker containing active campaigns. Instead of manually refreshing it, they ask the AI to retrieve the latest Optimove data and update the file.
Then they open another Excel sheet containing next month’s promotions. Once the plan is ready, they ask the AI to create those promotions in Optimove.
The marketer has moved through reporting, analysis, and execution without rebuilding the same information across multiple systems.
That is where the value of the Optimove MCP becomes especially clear.
AI is not simply generating copy or answering a generic question. It is helping the marketer work with the actual CRM data and processes behind the business.
The Optimove MCP-Excel connection can help marketers connect everyday Excel workflows with Optimove data and actions, reducing repetitive work across reporting, analysis, planning, and execution.
Marketers can use the connection to:
For lean teams at an iGaming startup, this is particularly interesting because these workflows can make CRM data and execution more accessible.
For a large marketing organization, manual reporting might mean extra hours or another internal request. For a startup with an one- or two-person CRM team, it can mean loosing time and opportunities.
A single marketer may be expected to monitor performance, answer management questions, analyze player behavior, build audiences, manage campaigns, prepare promotions, and report on results. Adding more tools does not automatically solve that problem if every tool also creates another workflow to manage.
Optimove’s approach to startup operators is built around a different idea: sophisticated CRM should not require a sophisticated organizational chart. Optimove AI is designed so small marketing teams at a startup operator can analyze data, build audiences, create campaigns, and operate with fewer dependencies on analysts, developers, and dedicated platform specialists.
That is a clear example of Positionless Marketing in practice: giving marketers greater access to data, analysis, and execution so they can act more independently rather than waiting for another function to complete the next step.
If your CRM data lives in Optimove while your daily work happens in Excel, the Optimove MCP connects the two through natural-language prompts. Marketers can refresh campaign trackers, turn CRM questions into charts and insights, and move promotion plans into Optimove without rebuilding each step manually.
For a one-person marketing team at a startup casino or sportsbook, this means more than faster spreadsheet work. By reducing manual tasks and dependencies, the MCP helps marketers move from data to decisions to execution independently, spending more time understanding players and improving CRM performance.
For more insights on how Optimove can help your operation move faster with AI-powered CRM marketing, Request a Demo.
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Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries.
Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
