How Opal Unlocks Faster, Smarter Marketing Decisions

At 26 DX, we see Opal as more than an AI assistant. It’s an enablement layer that changes how marketing teams interact with data, tools, and decisions.

During the recent Optimizely Opal Hackathon, we tested two concepts. But the real value isn’t in the prototypes themselves. It’s in what they reveal about how Opal can change the way our clients work.

From Data to Decisions in Seconds

Most marketing teams know the frustration of sitting on vast amounts of user data but struggling to act on it. Insights are often hidden in dashboards or require specialist support. This slows decision-making and stalls campaigns.

Opal shifts that dynamic. By connecting data sources into an intelligent content-immersed interface, it removes the technical barriers between marketers and the behavioural insight that can transform marketing effectiveness. Instead of stitching together reports across different platforms and poring through for patterns, you can have a conversation with the data and get immediate, actionable insight amplifies your effectiveness.

For our clients, this means campaigns that adapt in near real-time to user behaviour. Product owners and marketing leads don’t have to be analysts. With Opal, the analysis flows directly to them in language they understand.

Aligning with the Real World

Timing is everything in marketing. Too often, by the time a team notices a cultural or local opportunity, the moment has passed. Campaign calendars move slower than the world outside them.

Opal has the potential to change this. By plugging into live event data, market signals, or even social trends, it can surface opportunities as they emerge and create campaign frameworks around them. The result is marketing that moves with the moment rather than reacting after it.

For our clients, that could mean linking local events to store traffic, creating campaigns around cultural moments before competitors, or adapting content in step with audience sentiment.

The Enablement Layer

These examples highlight the core point: Opal isn’t about replacing marketers. It’s about enabling them.

• Faster loops: From question to action without waiting on technical bottlenecks. 
• Broader reach: Spotting opportunities across markets and channels that no single team could track alone. 
• Empowered teams: Giving non-technical marketers access to advanced analysis and campaign frameworks. 

The mechanisms matter more than the tools themselves. APIs, integrations, and conversational interfaces are the enablers. They allow Opal to sit across platforms and bring the right data to the right people at the right time.

What This Means for Our Clients

At 26 DX, we don’t see Opal as a shiny add-on. We see it as a way to help clients work smarter. It’s about removing friction between insight and action, giving teams more agility, and letting creativity and timing take the lead.

Whether it’s spotting why users are leaving a product page or identifying the cultural event that will resonate with your audience, Opal is not the end in itself. It’s the mechanism that unlocks faster, more relevant, and more confident marketing decisions.

Next Steps

Opal shows what’s possible when technology removes friction and gives marketers direct access to insight. At 26 DX, we help teams put these ideas into practice in ways that fit their goals and ways of working. If you’d like to explore how Opal could support your organisation, our team is here to guide you.