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Kathryn sits down with Jill Kellett, VP of Product & Marketing and Annie Yang, Senior Director of Data Science of Root Inc. to unpack how a smaller player competes with giants. The dive into ditching the idea of campaigns, leveraging deep telematics, and precision targeting.
Guest Quotes:
"Don't try to go head to head. If you know that you're in a saturated market and that everybody else is running Facebook ads, you're probably not gonna win, or you might win and it might be really cost prohibitive to win." - Jill
"We're not going to win on brand spend. We're not trying to target every customer or show an impression to every person in the U.S. We're much more about precision and discipline in our experimentation approach." - Annie
Episode Breakdown:
[04:20] Alchemy Unveiled
Telematics and predictive data: Root leverages information on driver safety from their app and from third parties, to predict LTV of customers and adjust their pricing models.
[23:06] From Nuggets to Campaign Gold
Scaling back can glean insights: If you have to turn off channels or partnerships, view it as an opportunity to expose which partners truly drove impact.
[31:14] Gold Rush!
Don’t play where you can’t win: if you’re a challenger, be strategic where and how you invest. You need to think differently.
Links & Resources
- Connect with Kathryn: LinkedIn
- Connect with Jill: LinkedIn
- Connect with Annie: LinkedIn
- Learn more about Root: joinroot.com
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