Gartner Blog Network

Bill Gassman
Research Director
15 years at Gartner
35 years IT industry

Bill Gassman specializes in helping marketing leaders manage, measure and optimize their Web, mobile, social and search marketing programs. For more than 15 years, he has advised marketing teams on how to use technology ... Read Full Bio

Are You LinkedIn to a Digital Analyst?

by Bill Gassman  |  May 31, 2013

By now, we all understand that data and analysis play a big part in a successful digital marketing strategy, but I don’t think most marketers fully understand what it takes to be data driven.  At one level, analytics is easy.  You install Google Analytics or load data into a spread sheet and can explore to […]

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The Art and Science of Data-Driven Marketing

by Bill Gassman  |  April 18, 2013

Little doubt should remain that data-driven marketing has broad potential.  Leading brands, like NY Times, Disney, Wal-Mart, Intuit and Geico prove its worth every day.  There is also a strongly collaborative community of digital measurement specialists (see Twitter #measure), committed to helping each other get more value from data and celebrate better conversion rates.  The […]

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Give Insight for Better Engagement

by Bill Gassman  |  April 15, 2013

A cribbage game from Fuller Systems is the best time sink on my tablet and smartphone.  After hundreds of games, I’ve developed a few new cribbage strategies, but no insight was close to what I recently received as a gift.  It started with a pop-up, when I opened the cribbage application.  I was invited to […]

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Insights from Gartner’s Social Marketing Survey

by Bill Gassman  |  March 27, 2013

On the heels of publishing Gartner’s marketing spend survey comes another on social marketing.  A promotional piece, Gartner’s 2013 Social Marketing Survey Finding: Content Creation Fuels Social Marketing, is available to all. Unlike the marketing spend survey, which was multiple choice, we conducted the social marketing survey using old fashioned social techniques.  Talking.  We held one-on-one interviews […]

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Slicing Gartner’s Digital Marketing Spending Survey

by Bill Gassman  |  March 21, 2013

Gartner’s Digital Marketing Spending Survey was published on March 12’th as free promotional research for the Gartner for Marketing Leaders advisory service .  As an analyst that covers the digital marketing analytics market, surveys offer a welcome opportunity to get my hands dirty, diving into data.  Our research process of picking the best material to publish results […]

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Lead, Follow or Get Out of the Way

by Bill Gassman  |  February 6, 2013

At Gartner’s European Business Intelligence conference, held the first week of February, the gap between the IT led business intelligence groups and digital marketers couldn’t have been more clear.   The expected “big data” hype was visible all over the exhibit hall, but it was a stretch to see where any vendors were pitching solutions that […]

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Three Marketing Lessons from Hurricane Sandy

by Bill Gassman  |  October 30, 2012

In late October, Hurricane Sandy hit New Jersey and impacted millions.  It was not a surprise.  The weather service reported on it for over a week.   Predictions for landfall and impact had high confidence for days and, in hindsight, were very accurate.  Everyone learned about the power of nature, but for digital marketers, there are […]

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Commerce Everywhere Needs Analytics Everywhere

by Bill Gassman  |  October 8, 2012

Over the next few years, pressure will increase to support commerce everywhere, and we’ll see all sorts of experiments.  Some will work, many will fail.  In ether case, including analysis everywhere can accelerate the outcome and support operations for changing customer expectations and business risk. Digital marketers have a seemingly endless supply of shiny new […]

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Google Tag Manager: A Disruptive Opportunity

by Bill Gassman  |  October 1, 2012

Here comes Google again. In 2006, Google disrupted the Web analytics industry with its free product, Google Analytics. On October 1’st, 2012, Google announced availability of Google Tag Manager,   also free.  A Tag Manager is a proxy-like service that converts a single tag on every web page into any number of additional tags for tag-driven products […]

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Digital Marketing Platforms and Universal Remotes

by Bill Gassman  |  September 28, 2012

The term “digital marketing platform” is being thrown around by a number of providers as a universal solution for tool chaos. The benefit, we are told, is better productivity brought by an integrated set of marketing functions. There is a lot to be said for the concept. With a common user interface, common data model […]

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