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Andrew Frank

VP Distinguished Analyst
Andrew Frank covers marketing and advertising. As VP Distinguished Analyst with Gartner for Marketing Leaders, Mr. Frank specializes in best practices for data-driven marketing, including how organizations can use data to drive...
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Blog

Sentiment vs. Amplitude in Viral Advertising

(Apologies to non-U.S. readers for the following) Remember the episode of Cheers when Sam and Rebecca hire an ad agency to write a jingle for the bar, but they only have $200, so a hack shows up who keeps playing the tune to “Old MacDonald” on the piano, substituting the “E-I-E-I-O” part with the letters…

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And the New Revenue Model Is…

Ted McConnell, the general manager-interactive marketing and innovation at Procter & Gamble Co., affirmed a growing chorus of comments on this blog and elsewhere that social networks and UGC might not be so good for advertising after all. (At least the kind of advertising associated with brands in mainstream media.) As reported in AdAge, the…

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Will Economics Kill the UGC Star?

The vibe was strange at Ad:tech in New York last week: on the one hand, the election instilled a state of delirious euphoria on the crowd (and left no doubt as to where new media stood); on the other hand, economy-induced fear could not be suppressed, and for many was clearly triggering flash-backs to the…

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