Andrew Frank

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Archives for January, 2013


A Lesson in Attribution for Digital Marketers

by Andrew Frank  |  January 23, 2013  |  1 Comment

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 [...]

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Category: Advertising Data-Driven Marketing digital marketing     Tags: ,

Why Mass Media Still Matters

by Andrew Frank  |  January 11, 2013  |  1 Comment

  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 [...]

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Category: Advertising Data-Driven Marketing digital marketing Media     Tags: , ,