Andrew Frank

A member of the Gartner Blog Network

Entries Tagged as 'Marketing'


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 [...]

2 Comments »

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, [...]

1 Comment »

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

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 [...]

2 Comments »

Category: Advertising Cloud Data-Driven Marketing digital marketing Media 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 [...]

3 Comments »

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

Big Data Creates Big Differences in Digital Marketing Efforts

by Andrew Frank  |  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 [...]

2 Comments »

Category: Data-Driven Marketing digital marketing     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 [...]

2 Comments »

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

How the App-Web Disconnect Affects Digital Marketing Experiences

by Andrew Frank  |  March 4, 2013  |  2 Comments

Reviewing email on my iPad, I get a message from LinkedIn reminding me that I have important invitations waiting. I’ve been remiss! Fortunately, LinkedIn totally gets convenience: there’s an “Accept” button right here in the email, which I tap thankfully. Being a web link, it takes me to a LinkedIn URL in Safari which, detecting [...]

2 Comments »

Category: Applications digital marketing Media     Tags: , , , , ,

Mobile Marketers and Publishers Face Growing Pains

by Andrew Frank  |  February 22, 2013  |  Comments Off

Last fall, my colleague Stephanie Baghdassarian and I found ourselves in an interesting situation. We were working on our annual mobile advertising forecast (subscription required), and the data was telling us that mobile advertising revenue worldwide was growing almost 60% faster than we had predicted the previous year – a difference that amounted to almost [...]

Comments Off

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

Search-Display Convergence Just Got More Interesting

by Andrew Frank  |  February 24, 2009  |  5 Comments

Last June, Yahoo!’s CEO Jerry Yang announced, "We believe that the convergence of search and display is the next major development in the evolution of the rapidly changing online advertising industry.” More recently, Google CEO Eric Schmidt echoed this notion when he indicated his company would focus on "bringing the science of search to the [...]

5 Comments »

Category: Advertising Media     Tags: , , , , , , , ,

And the New Revenue Model Is…

by Andrew Frank  |  November 18, 2008  |  6 Comments

Ted McConnell, the general manager-interactive marketing and innovation at Procter & Gamble Co., affirmed a growing chorus of comments on this blog and elsewhere that social networks and UGC might not be so good for advertising after all. (At least the kind of advertising associated with brands in mainstream media.) As reported in AdAge, the [...]

6 Comments »

Category: Uncategorized     Tags: , , , , , , , , , ,