INSIGHTS

Dig deeper with timely and topical information that keeps you ahead of the digital curve.

Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

Andrew Frank

VP 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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Marketers Ponder the Digitalization of Emotion

Machine Learning is ablaze just now, and marketers are noticing that many of the companies and applications at the leading edge are aimed squarely at the heart of their trade. Google’s DeepMind may be grabbing headlines for winning at Go, but it’s in areas like market research, personalization and recommendations where machine learning is having real…

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Marketers in Toyland

Marketers, what’s on your holiday gift list this year? Some shiny new ad tech? Advanced analytics? Maybe new content marketing platform….so many choices! Although we’re still a holiday away from Black Friday, it’s not too soon to start planning.  It’s budget time at many companies and marketing budgets are on the rise. On top of…

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The Digital Marketing Slush Fund

A CIO, CMO, and CFO walk into a bar. The CFO says, “OK gentlemen, who’s buying?” (Yes, they’re all men.) The CIO points to the CMO and says, “He should, after all he always drinks more than both of us combined.” The CMO smiles and says, “That may be true, but I think our friend…

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Why the Coming Mobile Ad Wars Matter to Marketers

FT recently broke the story of alleged plans by mobile carriers in Europe to use ad-blocking tech from a company called Shine to intercept ads on their networks. Shine is an Israeli company that got its start in high-tech security and anti-virus solutions for carriers and has now developed ad blocking solutions that are “embedded in…

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Verizon and AOL: What It Means for Marketers

Verizon’s bid to acquire AOL for $4.4B dollars seems like a head-scratcher at first, but on closer inspection makes a great deal of sense for both companies and, more importantly, could offer substantial benefits to the marketplace, especially marketers, who should pay attention to its implications. Before we can analyze it rationally, we must first…

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The Personification of Digital Marketing

Digital marketing has been a wellspring of new and re-purposed vocabulary. From “1st-party data” through “engagement,” and “programmatic” to “verification” this industry has not been shy about injecting words with new meanings. But over the past few months it’s become clear to me that there’s a broad category of practices at the center of digital…

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More Predictions for 2015

The dawn of a new year is a traditional time for predictions. Gartner published many back in November, including these from the Marketing Leaders team (subscription required), but not all of our predictions made it into our reports. For one thing, the ones we published looked at longer horizon than just the coming year. They…

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Oracle and Datalogix Make Strange Bedfellows

If anyone had any doubts about the seriousness of Oracle’s intention to be leader in digital marketing solutions, its decision to buy Datalogix should erase all skepticism. (Announcement here.) Most industry watchers predicted that Datalogix, a leader in tying offline consumer purchase data to online identity and behavior, was about to be acquired by Nielson…

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What We Can Learn from Google Contributor

At first it might seem counterintuitive: a company that makes 90% of its revenue – about $54 billion a year – from advertising offering consumers a way to block its ads. On closer inspection though, the Google Contributor is genius, and likely to be full of insightful discoveries for marketers and publishers. First, it’s undoubtedly engineered…

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Publicis.Sapient Marks the End of an Era

Maurice Levy has never been shy about his plans to acquire the best, savviest digital talent in the industry to remain relevant to the modern CMO.  It started with his acquisition of Digitas in 2007, then Razorfish in 2009, Rosetta in 2011, then LBi in 2012 (which formed DigitasLBi).  Now he’s acquired what he referred…

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