How E*TRADE became a data-centric marketer
Stephen WhitesideWarc
As one of America's leading online brokerages, E*TRADE has thousands of customers who are used to taking decisions based on constantly-fluctuating sets of numbers.
Until recently, though, the same statistically-inclined mindset was not always applied across the company's marketing practice. But according to Kerry Bianchi, its vp/media and acquisition, that situation is changing rapidly.
"There was a big sea change at E*TRADE that happened probably about 12 to 18 months ago, and that was to really get more analytical and quantitative about the way that we're approaching our marketing and advertising,"...