How E*TRADE became a data-centric marketer

This event report breaks down how E*TRADE, the online brokerage, has put data at the heart of its marketing efforts.

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,"...

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