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Leveraging Machine Learning for Digital Marketing Success

Computing has reached a tipping whereby speed along with vast amounts of data has enabled the machine to learn, predict and make intelligent decisions on their own.

This week, Leonie Tait, VP Marketing at Kanetix Ltd and Marijke Host, Account Executive at Google, and I will share how we successfully implemented end-to-end tracking and deploying machine learning technology in digital marketing operations in order to have a significant impact on the bottom line. Using Google's Smart Bidding platform, we imported our conversion data in order to train Google's AI to automatically optimize bidding across 40,000 keywords for auto insurance in order to find the right moments and the right audience that will convert to a call after getting an auto insurance quote.

Watch this livestream video as we reveal how we grew our variable marketing margin with proper tracking and data to effectively train the Google AI.


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