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Podcast: Building Better CMOs and Marketing Leaders
Episode: Andrea Zaretsky, CMO of Morgan Stanley Wealth Management and E*TRADE: Can You Measure Customer Experience?
Description: Full transcriptMarketing 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 gett...