We sat down with Isabel Rittenberg, CMO of Marble. Marble is a "wallet for your insurance," allowing users to manage all their insurance policies in one place.
Isabel shares with Kathryn her career journey from ed tech to FinTech to her current role at Marble. She discusses Marble's data-driven approach to target customers throughout their insurance lifecycle and shares insights into their data organization and processing methods.
Isabel highlights Marble's extensive use of data to personalize marketing campaigns and target specific user segments effectively. She discusses the importance of leveraging AI to enhance the user experience, such as developing an AI bot to provide personalized insurance insights. Isabel also explains how Marble utilizes data to identify business opportunities for partners, such as targeting homeowners in tornado-prone areas for specialized insurance campaigns.
Overall, the interview provides valuable insights into Marble's data-driven marketing strategies and Isabel's approach to leveraging data to drive business growth and enhance the user experience in the insurance industry.
Guest Quote:
“We would rather go to a small, targeted group that matches our parameters, then do that sort of spray and pray technique I mentioned before: So, really great getting granular with our queries. It's not uncommon for us to end up with a targeted campaign that might only go to, let's say, 400 people. But, those 400 people fit exactly in the parameters that we have, and then the engagement sort of speaks to this. The fact that we're targeting correctly, you know, we'll see… 40 to 50 percent open rates.” - Isabel Rittenberg
Time Stamps:
- (01:36): Isabel’s Morning Data Routine
- (04:31): A Very Specific Customer
- (08:35): The “Self-Identifying” Customer
- (09:45): How Isabel Pulls Her Data
- (11:59): Using AI to Ask Questions
- (15:00): Going with your Gut?
- (20:32): Data Creating Business Opportunities
- (26:43): Creating a Need in the Market
- (32:59): The Gold Rush
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