Building Better CMOs and Marketing Leaders

Andrea Zaretsky, CMO of Morgan Stanley Wealth Management and E*TRADE: Can You Measure Customer Experience?

Mar 6, 2024

Andrea Zaretsky, CMO of Morgan Stanley Wealth Management and E*TRADE, discusses the importance of measuring marketing effectiveness, working with non-native marketers, and the impact of customer experience on business results. She also reveals insights on the iconic E*TRADE baby ads and the three key strategies companies can implement to improve measurement.

01:00:33

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Episode guests

Andrea Zaretsky

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Episode notes

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Quick takeaways

Solid science and measurement are crucial in showcasing marketing's impact on company growth.

The E-Trade baby's return reflects strategic decision-making aligned with consumer sentiment and brand image.

Marketing extends beyond acquisition, emphasizing brand perception, trust-building, and financial literacy initiatives.

Deep dives

Importance of Data-Driven Marketing

Solid science and measurement in marketing is essential to showcase the power of marketing as a growth lever for companies. Upholding the importance of analytics, ensuring consistency in test and control methodologies, training marketers in analytical skills, and communicating results transparently play a crucial role in driving growth.

Introduction

2min

Reviving the E-Trade Baby

6min

Importance of Financial Literacy and AI in Marketing

5min

The Vital Role of Measurement in Marketing

16min

Aligning Marketing with Finance: Emphasizing Outcome-driven Strategies

3min

The Power of Storytelling in Marketing Analytics

23min

Navigating Gender Dynamics and Leadership Confidence

3min

Full transcript

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.

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