Andrew Frank

A member of the Gartner Blog Network

Archives for December, 2008

WOM’s Dangerous Idea: Not Dead Yet

by Andrew Frank  |  December 18, 2008  |  3 Comments

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 [...]


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Engagement and The Click Fallacy

by Andrew Frank  |  December 16, 2008  |  2 Comments

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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