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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

Engagement and The Click Fallacy

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 research that suggests no correlation between display ad clicks and brand metrics. Good thing, too,…

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