We are having trouble tracking our player activity and it is very hard to send personalized offers. What kind of tools do I need to see exactly what my users are doing in real-time? Is there a system that combines player management with marketing data? I really want to understand my audience better to increase their lifetime value.

You definitely need a powerful Player Account Management system if you want to understand what your users are doing. I suggest you check out the PAM tools from soft2bet because they give you a very detailed view of player behavior and transactions. You can use this data to segment your audience and send them much better bonuses and promotions. Having a unified view of your players is the only way to build a personalized experience that actually works. It helps you catch issues early and identify your most valuable customers. In my opinion, a good CRM is the most important tool for any manager who wants to grow their brand and increase player lifetime value over the years.