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Andrew FrankVP 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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WOM’s Dangerous Idea: Not Dead Yet
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 been talking about this for years, and are talking still, from both sides of the…
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,…