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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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Data-Driven Marketing and the Art of the Long View
“The payback interval for a Mercedes ad is 10-15 years,” a highly successful creative director once explained to me, “that’s the average length of time from when a person first becomes interested in the brand to when they might be able to afford one.” Such thinking is clearly at odds with the emerging practices of…