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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

WOM’s Dangerous Idea: Not Dead Yet

Andrew Frank | December 18, 2008

What if big marketers, instructed to cut their media budgets, started to seriously explore the idea that they might be able to get TV-scale reach for free by taking social media and word-of-mouth marketing more seriously? Social marketing advocates have…

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Blog

Engagement and The Click Fallacy

Andrew Frank | December 16, 2008

ComScore recently released an interesting White Paper titled How Online Advertising Works: Whither The Click which presents ample evidence that using clicks to measure the effectiveness of online display advertising is a bad idea. In particular, the paper cites Starcom…

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