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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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A Lesson in Attribution for Digital Marketers
Here’s a riddle. A marketer is using an attribution modeling tool to analyze how her digital display, search, and social campaigns are working. The tool looks at all the conversions on her web site and, for each conversion, determines which touch points were present in the customer’s path to conversion. It then uses this data…
Why Mass Media Still Matters
Following the revelation that Super Bowl ads sold out this year for an average $3.7-$3.8 million, we took a small, unscientific poll of our digital marketing analysts to see if we collectively believed such an investment was still worth it in the digital age. The results were far from unanimous, but more analysts agreed…