How TD Ameritrade builds accountability into marketing

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Eight years ago, before she joined TD Ameritrade, Denise Karkos was SVP/market planning at TD Bank.

And, she recalls, her team had “just rocked with a home-equity campaign. We were so proud at how well we were performing that we went to our CMO and talked about the performance of this campaign in terms of clickthroughs and response rates back

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