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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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The Personification of Digital Marketing

Andrew Frank | March 20, 2015

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…

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Marketing Analysts are Scoring our Future

Andrew Frank | February 13, 2015

Like many technical topics in the “big data” realm, marketing analytics is very exciting for insiders, but for most people it probably sounds like just another over-hyped, invasive way to sell a little more mouthwash. But I’d like to argue…

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More Predictions for 2015

Andrew Frank | January 02, 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…

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Oracle and Datalogix Make Strange Bedfellows

Andrew Frank | December 23, 2014

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…

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What We Can Learn from Google Contributor

Andrew Frank | November 21, 2014

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,…

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Publicis.Sapient Marks the End of an Era

Andrew Frank | November 03, 2014

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…

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I Know What You’ll Do Next Summer: Why Marketers Must Embrace Predictive Analytics

Andrew Frank | October 02, 2014

We’ve all met a few: the master sales person. Armed with the same product and the same audience, these people outsell their peers by orders of magnitude. Clearly, personality and looks are a factor: they appear more trustworthy, more credible…

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Facebook Goes Programmatic and Other Tales from Ad Week

Andrew Frank | September 30, 2014

If you missed it, Facebook’s relaunch of Atlas, the ad server it bought from Microsoft last year, is big news. It will enable marketers to apply the targeting capabilities they use in their Facebook campaigns to advertising across devices and…

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Wow-Worthy Robots

Andrew Frank | August 13, 2014

Any sci-fi buff will tell you that robot uprising is about the most popular trope in the genre: The Matrix, Terminator, Battlestar Galactica…clearly the theme has legs. As the Internet of Things blurs the lines between our physical and digital…

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As Social Media Matures, It Reveals Its Dominant Media Genes

Andrew Frank | July 07, 2014

Have you noticed that the voices of social network utopianism are quieter lately?  Facebook’s secret mood experiment didn’t help the idealist view – nor did COO Sheryl Sandberg’s apologetic acknowledgement that Facebook’s actions were merely “poorly communicated.” But I think…

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