Leveraging Machine Learning For Digital Marketing Success

The way the insurance industry acquires customers is changing, and customer expectations for how they engage with companies digitally is speeding up that rate of change. In just a few years, our capabilities, our access to data and the tools available on the market to acquire customers digitally have changed even more rapidly. The application of machine learning in digital customer acquisition is one such innovation that is shaping how companies compete in the digital sphere.

In this webinar, Kanetix Ltd. will share its learnings on successfully implementing end-to-end tracking and deploying machine learning technology in their digital marketing operations in order to have a significant impact on the bottom line.

Why you should attend:

As an insurance company, you have the advantage of owning massive data. Why not leverage this data to accurately track an entire customer journey via online campaigns and to gain more control over your margin from this source of traffic?

Learnings you will take away:

An overview of a machine learning solution available to digital advertisers in the insurance industry.
Why end-to-end tracking of your funnel is key to achieving success in digital marketing.
How to leverage machine learning capabilities available in search marketing to improve efficiency within your digital operations.

Marijke Hoste
FinTech Account Lead,
Google

As a digital marketer at Google, Marijke has worked with both SMBs and large customers at Google. In her current role as a Account Executive at Google she partners with some of the largest online advertisers in Canada to ensure that they use online advertising to improve their business and marketing results. Her main areas of expertise include online marketing strategies, conversion techniques and improving online ROI.

Marijke previously worked as a communications manager for the Information Technology Association of Canada (ITAC). She also worked for the SMB team at Google’s European Headquarters in Dublin.

Marijke earned a Master’s Degree in Communications Management and a Master’s Degree in Languages and Literature from Ghent University (Belgium).

Leonie Tait
VP - Marketing,
Kanetix Ltd.

Leonie Tait leads marketing initiatives for Kanetix Ltd. Since joining Kanetix in 2011, Leonie has taken a leadership role in marketing strategy, brand development, and digital marketing. She has 15 years of marketing experience, most of it in the financial services and insurance industry.

Leonie spent seven years at Barclays Bank Plc in London, where she developed digital marketing programs that consistently delivered online revenue growth for retail and small business banking products. Leonie also worked with market research firm Euromonitor International to develop the company's first digital marketing campaigns, growing the website as a sales channel.

Leonie holds a B.B.A from the Schulich School of Business and a Diploma in Digital Marketing from the Institute of Direct and Digital Marketing (UK).

Andrew Lo
President & CEO,
Kanetix Ltd.

As President and CEO, Andrew Lo leads corporate development initiatives for Kanetix Ltd., Canada's largest online marketplace for insurance and financial services.

Andrew has many years of experience as a business and technology leader for FinTech companies such as Filogix and D+H, and he has developed organizations from startups into industry-shaping ventures with over 4,000 employees.

He is also a Business Strategy Advisor for Ryerson University's DMZ, helping to develop entrepreneurs and startup companies at Canada's largest startup incubator.

Patrick Vice
Partner,
Insurance-Canada.ca

Patrick is a Founding Partner of Insurance-Canada.ca, Inc., with more than 25 years of experience enabling technology and electronic commerce in the insurance and risk management communities.

Patrick currently serves as Insurance-Canada.ca's Director of Products and Services and sits on the company's Advisory Board. He edits Insurance-Canada.ca's blog, the Intersection, and develops bespoke offerings for clients.

Throughout his career, Patrick has held senior management positions with insurance companies, distributors, consulting firms, and technology providers. He has authored articles for leading trade publications and has spoken at events in Canada, the US, UK, Europe, and Bermuda.

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