Andrew Frank

Andrew Frank

Distinguished VP 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 sales, loyalty, innovation, brand value and other business goals.

He also focuses on emerging marketing technology and trends, including marketing applications of artificial intelligence (AI) and machine learning, algorithmic marketing, and marketing among Internet of Things (IoT).

Mr. Frank also specializes in advertising technology and business trends. His research focuses on new opportunities in digital advertising leveraging mobile, social, video, and advanced TV platforms and channels, and utilizing advanced targeting, metrics, interactive design, and real-time ad operations.
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Tuesday, August 31, 2021 / 01:15 PM - 01:45 PM EDT
(05:15 PM - 05:45 PM GMT)
What Marketers Need to Know About Walled Garden AI Algorithms and Ethics

Marketers are more reliant than ever on the AI algorithms of walled gardens to get their messages in front of the right people. This session will look at: * what we know about how these black boxes really work; * how they're likely to evolve; * what effects might they be having on the commitments and perception of our brands. We'll suggest what brands can do to avoid the pitfalls of polarization, biased targeting and misinformation. We'll present evidence from major platforms and their critics.

Wednesday, September 01, 2021 / 11:45 AM - 12:15 PM EDT
(03:45 PM - 04:15 PM GMT)
Can Machines Learn Persuasion? Evidence and Implications of Influence Engineering

Machine learning of behavioral influence techniques is a lively and controversial area of research. We'll share: * results from recent academic and commercial experiments; * our assessment of realistic expectations of the potential and limitations of AI; * implications for data collection and marketing automation practices. Attendees will be empowered to make informed decisions and advise stakeholders about orientation and investment in these techniques. We'll present both academic and real-world evidence to support our perspective.

Wednesday, September 01, 2021 / 01:15 PM - 01:45 PM EDT
(05:15 PM - 05:45 PM GMT)
How Advertisers Need to Adapt to a Cookie-Free and Consent-Centric World

Third party cookie data fueled two decades of digital media growth with a focus on precise targeting, performance advertising, attribution and personalized experiences. Now, marketing and advertising leaders must chart new and more diversified media and campaign strategies. Attendees will learn:
● To assess the impacts of cookie data gaps on ad targeting and measurement and
● Options and principles of post-cookie campaign strategies to maximize ad effectiveness

Hear it first at Gartner Marketing Symposium/Xpo™