Why Chase insists on marrying marketing with analytics
Stephen WhitesideWarc
Chase Bank relies on its numerical expertise to guide millions of Americans in making smart choices with their money.
And in the last 18 months or so, the company's brand and analytics teams similarly have started working closely together to ensure its marketing efforts – from creative development to proving out effectiveness – are based on equally robust figures.
"Historically, the way you would look at brand and marketing versus analytics is the art and the science of the equation [respectively], and trying to get that perfect balance," Susan...