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Articles by Andrew
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The AI Dominant Gene Theory
The AI Dominant Gene Theory
Back when Internet was young and iffy, I ran with a catchphrase which got some traction: “the IP dominant gene theory.”…
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The Personification of Digital Marketing
The Personification of Digital Marketing
Digital marketing has been a wellspring of new and re-purposed vocabulary. From “1st-party data” through “engagement,”…
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Activity
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Anyone got Cannes Lions blues? What a whirlwind last week was - and yet I loved every minute. My only note: I wish there were more hours in the days…
Anyone got Cannes Lions blues? What a whirlwind last week was - and yet I loved every minute. My only note: I wish there were more hours in the days…
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Today is my last day as a Gartner analyst and tomorrow is the first day of a new life 🌟It’s a bit surreal to sign off from Gartner after more than…
Today is my last day as a Gartner analyst and tomorrow is the first day of a new life 🌟It’s a bit surreal to sign off from Gartner after more than…
Liked by Andrew Frank
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It is not a teenager in a hoodie. When a coordinated narrative turns against a company, leaders picture a lone troll. It is a comforting image…
It is not a teenager in a hoodie. When a coordinated narrative turns against a company, leaders picture a lone troll. It is a comforting image…
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Experience & Education
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Gartner
View Andrew’s full experience
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Publications
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The Copyright Crusade
Viant
See publicationAn extensive inquiry to assess the potential impact of extant Internet file-sharing capabilities on the business models of copyright owners and holders. The project explored the tensions that exist, or may soon exist, among peer-to-peer start-ups, “pirates” and “hackers,” intellectual property companies, established media channels, and unwitting consumers caught in the middle. This research report gave the context for the battleground that has emerged, and called upon the players to consider…
An extensive inquiry to assess the potential impact of extant Internet file-sharing capabilities on the business models of copyright owners and holders. The project explored the tensions that exist, or may soon exist, among peer-to-peer start-ups, “pirates” and “hackers,” intellectual property companies, established media channels, and unwitting consumers caught in the middle. This research report gave the context for the battleground that has emerged, and called upon the players to consider new, productive solutions and business models that support profitable, legal access to intellectual property via digital media.
Honors & Awards
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Gartner Research Worldwide Thought Leadership Award
Gartner
for “provocative or breakthrough ideas or premises, futuristic scenarios, or new concepts or approaches.”
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Gartner Research Quantitative Research Excellence Award
Gartner
for “excellence in conveying Gartner’s quantitative or statistical research.”
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Gartner Research Worldwide Thought Leadership Award
Gartner
for “provocative or breakthrough ideas or premises, futuristic scenarios, or new concepts or approaches.”
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Webby Award
The International Academy of Digital Arts and Sciences
for Sputnik7: “Best Music Site on the Internet.”
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Silver Echo Award
The Direct Marketing Association
for ExpressNet on America Online
Recommendations received
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Thanks Trishla Ostwal for surfacing this important story. Accountability for truth remains one of the key challenges in scaling AI as an ad…
Thanks Trishla Ostwal for surfacing this important story. Accountability for truth remains one of the key challenges in scaling AI as an ad…
Shared by Andrew Frank
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Huge team effort on this one! I can promise any product marketer out there will find this incredibly useful.
Huge team effort on this one! I can promise any product marketer out there will find this incredibly useful.
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To the moon... https://lnkd.in/d5k-wdii
To the moon... https://lnkd.in/d5k-wdii
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Our data predicts crime days in advance – And we don’t need Tom Cruise to do it. Many of us remember Minority Report, the 2002 film about the…
Our data predicts crime days in advance – And we don’t need Tom Cruise to do it. Many of us remember Minority Report, the 2002 film about the…
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Who is suing whom in AI, by David McCandless
Who is suing whom in AI, by David McCandless
Liked by Andrew Frank
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Disinformation just landed on the marketing risk register, and Gartner has the data to back it up. Gartner Distinguished VP Analyst Andrew Frank…
Disinformation just landed on the marketing risk register, and Gartner has the data to back it up. Gartner Distinguished VP Analyst Andrew Frank…
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Last week, I presented "Path to Agentic Commerce" at our 2026 Marketing Symposium in Denver. It was a topic of great interest to our clients as it…
Last week, I presented "Path to Agentic Commerce" at our 2026 Marketing Symposium in Denver. It was a topic of great interest to our clients as it…
Liked by Andrew Frank
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"Filmed" in Proofmode, edited in Adobe Premiere, C2PA Content Credentials end-to-end. This is the promise of interoperable standards like C2PA come…
"Filmed" in Proofmode, edited in Adobe Premiere, C2PA Content Credentials end-to-end. This is the promise of interoperable standards like C2PA come…
Liked by Andrew Frank
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Thought for the day: the world is crying out for more strategic slowness. [to be read whilst listening to “These Days” by Joy Division] This week I…
Thought for the day: the world is crying out for more strategic slowness. [to be read whilst listening to “These Days” by Joy Division] This week I…
Liked by Andrew Frank
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Online hate is rarely organic. It is weaponized, coordinated and designed to manipulate at scale. Today Cyabra announced a $500K agreement with a…
Online hate is rarely organic. It is weaponized, coordinated and designed to manipulate at scale. Today Cyabra announced a $500K agreement with a…
Liked by Andrew Frank
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It's been a busy week with Gartner Marketing Symposium/Xpo in full swing! We've had daily higlights posted live from Denver and several news…
It's been a busy week with Gartner Marketing Symposium/Xpo in full swing! We've had daily higlights posted live from Denver and several news…
Liked by Andrew Frank
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Some professionals spent a lifetime building authority. AI delivers a verdict in seconds. Researchers have found that people accept incorrect AI…
Some professionals spent a lifetime building authority. AI delivers a verdict in seconds. Researchers have found that people accept incorrect AI…
Liked by Andrew Frank
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Presenting #Gartner’s insights that show: 🔹Only 15% of CEOs say the CMO has the level of AI-savviness they need in 2026. That gap is a risk - but…
Presenting #Gartner’s insights that show: 🔹Only 15% of CEOs say the CMO has the level of AI-savviness they need in 2026. That gap is a risk - but…
Liked by Andrew Frank
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Thank you Andrew Frank. You make great points here about Marketing leaders needing to get ahead of disinformation based narrative attacks and how…
Thank you Andrew Frank. You make great points here about Marketing leaders needing to get ahead of disinformation based narrative attacks and how…
Liked by Andrew Frank
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90 days into my journey with Amazon Ads and to say I’m obsessed with learning everything I can about this side of the business, would be an…
90 days into my journey with Amazon Ads and to say I’m obsessed with learning everything I can about this side of the business, would be an…
Liked by Andrew Frank
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The Gartner Marketing Symposium has been incredible. I’ve learned so much in two days and there is still one more to go. So many amazing takeaways…
The Gartner Marketing Symposium has been incredible. I’ve learned so much in two days and there is still one more to go. So many amazing takeaways…
Liked by Andrew Frank
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Tim Hanslow
The single biggest factor to consider for AI rollout into direct customer interaction is hallucination. What is the outcome for you, and your customers when your AI model tells them something that isn't true? What happens when someone thinks a new laptop has 3 USB C ports and a Thunderbolt port (4 total) when it only has 3, because one shares a plug? What happens when an AI agent confidently tells a customer an allergen isn't present because a label or document says "penut" or "peant" as an ingredient? Or a plan that doesn't exist. A store that isn't open. A location that's never been built. Because hallucinations from LLMs likely aren't solvable. They're not. OpenAI themselves are on record confirming the math that hallucinations, and plausible sounding ones are going to happen. https://lnkd.in/gh2_xsMz And your customers are so far distanced from your internal knowledge base they'll never know they've been misled until it's too late.
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Chris Kelly
The ANA, 4As, and IAB announced the findings from their joint task force, the General Unified Estimation and Standards Subcommittee (GUESS), which was convened to reconcile how the industry defines its core metrics versus how it uses them in practice. What follows is GUESS's inaugural report with eight important redefinitions, published on April 1, 2026. ROAS (Return on Already-Shopping): This reflects the industry's admission that we've all been juicing our ROAS number by simply retargeting people already likely to buy the product. We assumed CFOs would figure this out after a couple of decades, but…here we are. This beat out the close runner-up, Return on Ad-Stealing, in acknowledging ROAS has been a "steal someone else's credit" game for years. MTA (Multiple Theories of Attribution): After all, it's always just several competing models explaining why the same sale should be credited to different ads. MMM (Mostly Marketing Myths): Also jokingly called "Many Mathematical Maybes” by light-hearted wonks, like those who waste time on April Fools jokes, this is a sophisticated statistical model designed to explain the past while confidently disagreeing with other models. CTR (Curiosity Tap Rate): A begrudging acknowledgment that the true measurement is how often someone accidentally clicks an ad while trying to close it. CPM (Cost Per Maybe): Someone was shown your ad. Was that person paying attention? Perhaps? LTV (Loosely Theorized Value): The lifetime revenue projection marketers confidently quote in pitch decks, praying there isn't a follow-up question. KPI (Kind-of Performance Indicator): Updated to mean a metric everyone agrees is important until the bad results come in. CDP (Customer Data Pile): A system that receives customer data from everywhere, often without knowing exactly what to do with it. So it is just...there. The organizations stress that none of these redefinitions should affect campaign reporting; the numbers will remain exactly as inflated as before. These updates will be valid until April 1 of the following year.
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