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Andrew Frank

VP Distinguished Analyst
Andrew Frank covers marketing and media. 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 sales,...
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Real-Time Marketing Gone Wild

October 25, 2013 | 2 Comments

One thing about a real-time marketing: it’s a lot more entertaining than the canned stuff. Who doesn’t enjoy watching a venerable brand get mauled by the Twittersphere trying to hijack some news story or social buzz?  These days, even a flop affords the opportunity to boost engagement with a heartfelt mea culpa. RTM’s Vaudeville nature… Read More

Digital Marketing and Advertising’s Brave New World

October 23, 2013 | 1 Comment

An old maxim observes that new digital technologies tend to highlight formerly underappreciated qualities of their displaced analog predecessors. CDs and MP3s send audiophiles scrambling after the sound of vinyl; MPEG and JPEG lack the intangible quality of film; eBooks and eZines deprive us of the home-defining presence of their physical counterparts, and so forth.… Read More

Digital Marketing Data and Economies of Scale

August 1, 2013 | 0 Comments

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… Read More

Bad Neighborhoods in the Digital Marketing Metropolis

July 8, 2013 | 2 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… Read More

Navigating the Digital Marketing Metropolis, Part 2

June 19, 2013 | 0 Comments

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… Read More

Navigating the Digital Marketing Metropolis

June 13, 2013 | 0 Comments

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.… Read More

Big Data Creates Big Differences in Digital Marketing Efforts

May 28, 2013 | 2 Comments

Each year around this time the analysts at Gartner go to work on a series of widely read reports called Hype Cycles that summarize the maturity and velocity of a staggering number of technologies. Spoiler alert: this year, we will introduce a new profile called “data-driven marketing” with a “transformational” benefit rating. Which is not… Read More

News of the Death of Paid Media is Greatly Exaggerated

May 7, 2013 | 0 Comments

Last week’s Customer 360 conference in San Diego provided a good opportunity to sample what’s on the minds of marketers, and one question I heard a few times was, do you anticipate companies (like ours) shifting their ad budgets to big data initiatives in marketing? In fact, there is plenty of evidence of a long-term… Read More

Big Data and Marketing: Overcoming the Bias toward Bias

April 16, 2013 | 0 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… Read More

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

April 4, 2013 | 0 Comments

“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… Read More