Andrew Frank

A member of the Gartner Blog Network

Entries Categorized as 'Uncategorized'


60 Minutes Takes On Data Brokers

by Andrew Frank  |  March 11, 2014  |  5 Comments

Steve Kroft’s segment on CBS’s March 9 installment of 60 Minutes, “The Data Brokers: Selling your personal information,” was a noteworthy chapter in the escalating confrontation between the data-driven marketing industry and popular press initiatives to expose the alarming aspects of our emerging surveillance society.  (Also see the Direct Marketing Association’s response.) The introduction framed [...]

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

The Campaign to End All Campaigns

by Andrew Frank  |  February 28, 2014  |  2 Comments

To campaign or not to campaign, that is the question on a lot of digital marketers’ minds these days. Mike Volpe, CMO of Hubspot, is among those who believe that “the notion of the marketing campaign is dead.” And he’s far from alone. But for those of us of a certain age – especially if [...]

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Category: Advertising digital marketing Media Uncategorized     Tags: , ,

The Story of Ad Tech

by Andrew Frank  |  February 26, 2014  |  1 Comment

The announcement of Oracle’s acquisition of BlueKai brought me to the realization that the story of ad tech, and how it went from antagonist to ally of the software megavendors, is not so well known outside the insider’s clique. This has created some challenges in interpreting this event. So here it is – my take, [...]

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Getting Closer to Your Customers

by Andrew Frank  |  January 10, 2014  |  2 Comments

Me: Siri, are you “Her”? Siri: No, but nobody could know you better than I do. Kudos to Spike Jonez and Apple for nailing the zeitgeist of 2014. Consider a recent survey called The Rise of the Customer-Led Economy, in which The Economist asked CEOs, “In which of the following ‘value disciplines’ does your organization [...]

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Digital Marketing Data and Economies of Scale

by Andrew Frank  |  August 1, 2013  |  Comments Off

The recent Omnicom-Publicis merger talks have sparked an intriguing debate: does one’s scale of data and transactions translate into a buying power advantage in digital media? This was certainly the initial take offered by many, such as David Bank, an analyst with RBC Capital Markets who was quoted in the Wall Street Journal article announcing [...]

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

Bad Neighborhoods in the Digital Marketing Metropolis

by Andrew Frank  |  July 8, 2013  |  3 Comments

Reports of rising crime in the ad ops sector, particularly the precincts associated with programmatic media and data exchanges, have been mounting steadily over the past year. Mike Shields, reporting for Adweek, deserves a great deal of credit for tackling the story head-on and naming names. In a typical report, Shields makes the case that [...]

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Navigating the Digital Marketing Metropolis, Part 2

by Andrew Frank  |  June 19, 2013  |  1 Comment

In the annals of data visualization, Harry Beck holds a special place as the innovator credited with coming up with the first modern transit map, the iconic London Underground Tube Map, in 1931. Beck’s breakthrough was to realize that transit riders were much more concerned with usability than geographical accuracy, so he adopted the diagrammatic [...]

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Category: Advertising Applications Cloud Data-Driven Marketing digital marketing Disruption EA ERP IT Governance Media Mobile Strategic Planning Uncategorized Vendor Contracts     Tags:

Navigating the Digital Marketing Metropolis

by Andrew Frank  |  June 13, 2013  |  1 Comment

In 1849, the year of the gold rush, the city of San Francisco had about 1,000 inhabitants. By the end of 1850, its population had grown to 25,000. To accommodate the massive influx of prospectors, self-contained gold mining towns sprouted up around the region. As the surface gold vanished, deep mining became industrialized and capital-intensive. [...]

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Category: Advertising Cloud Data-Driven Marketing digital marketing Disruption Media Strategic Planning Uncategorized     Tags: , ,

Big Data and Marketing: Overcoming the Bias toward Bias

by Andrew Frank  |  April 16, 2013  |  2 Comments

As revolutions go, the Big Data Revolution is a tough one to get really passionate about. Revolutions work best when they rally around simple, inspiring principles: freedom, equality, really handy devices….  But Big Data, which Gartner defines as ”high-volume, high-velocity and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and [...]

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Category: Data-Driven Marketing digital marketing Disruption Uncategorized     Tags: , , ,

Social Marketing’s Latest Challenge: Finding the Authentic Voice of the Brand

by Andrew Frank  |  April 4, 2013  |  Comments Off

“We were reprimanded by management for casual tone and conversational voice,” reports one respondent to Gartner’s latest social marketing survey (free excerpt available here). “We locked down employee participation because it didn’t reflect our brand values,” reports another. Internal conflicts like this used to be minor matters, but the inexorable rise of social marketing is [...]

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