Andrea Zaretsky, CMO of Morgan Stanley Wealth Management and E*TRADE: Can You Measure Customer Experience?
Andrea Zaretsky, the Chief Marketing Officer of Morgan Stanley Wealth Management and E*TRADE, talks with MMA Global CEO Greg Stuart about improving measurement in marketing, how to work with non-native marketers, and why the Super Bowl really matters.
Building Better CMOs and Marketing Leaders
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Show Notes
Marketing is both an art and a science, but unless the science is sound, the rest of the company won't believe that you're driving results. So says Morgan Stanley Wealth Management CMO Andrea Zaretsky, who has devoted her entire marketing career — starting at American Express in 2003, with stops at Sephora and Toys-R-Us in between — to improving measurement.
"From the beginning, it's been really important for me to understand how to use analytics," Andrea says. "How to make sure that we're setting up the right test and control, how do we ensure that we're getting learnings and cascading them, and then how do we scale wins to truly drive growth for the company?"
Today on Building Better CMOs, Andrea talks with MMA Global CEO Greg Stuart about the three things companies can do to measure better, how to work with non-native marketers, and why the Super Bowl really matters. They also discuss the underrated importance of customer experience to business results and — most importantly — how E*TRADE makes those talking baby ads.
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This episode was produced and edited by Eric Johnson from LightningPod.fm.