Frank Koechlein

Businesses increasingly rely on gathering marketing information and the ability to analyze it in order to make smarter/faster decisions. The expertise of being able to integrate this intelligence into strategic and tactical decision making to drive more effective marketing is critical to survival for many companies. This premise has been true since Sears & Roebuck began distributing their catalogs in the late 1890's.

While Frank has not been in the direct marketing business quite that long his passion - and involvement - in direct marketing spans over 40 years. Many of his insights are drawn from real life experiences in managing the evolution of a business paradigm significantly impacted by technology and the availability of personal data. His unique insights will hopefully prove valuable for many CMOs and senior level marketing managers in his new business book, The New Marketing Analytics.

Frank's experience is drawn from several Fortune 500 senior executive and marketing leader positions specializing in ROI based direct marketing. One premise that has been consistently proven throughout his career is that successful companies not only understand the basics of how do do analytics but they also know the importance of having an organizational culture that views data as a strategic asset. This might seem counter-intuitive to much of the content published lately about big data - that the core analytics is the easy part - asking the right questions and being able to integrate these new insights into your organization's decisioning process is critical to your success.

Frank now lives in the woods of New Hampshire, enjoys writing articles on data analytics, consulting with community bank clients and is getting ready to launch a new analytics product (3QTR17), in conjunction with Hogan Financial Systems, to support the efforts of smaller banks and credit unions to more effectively use their vast amounts of customer data to better compete with the big banks.

You can reach Frank directly at FKoechlein@VelocityMarketingAnalytics.com