Dan Roglin

Dan Roglin

Summary

Those that know me will tell you that I have a talent for taking the complexities of data and analytics and making them easy to understand to others less familiar with my world - they learn why it is important to them. I have been called a 'hybrid', one of those odd people that can link the digital side of a consumer with the analog side.

Hybrids are 'in' (or should be). 

In the agency world I work with brand planners to take their 'personas' and codify them so we can find contact points using personally identifiable information (PII). In the other direction I provide the brand planners and research teams with contacts points of people that exhibit a certain behavior, or fall into a specific segment so that they can talk to them - ask them why they do what they do or what motivates them.

Sometimes it is more about the story and less about how the book is printed that matters most.

Work History

Work History
Feb 2011 - Present

Director, Database Stratetgy

Fathom Communications

Thought Leadership & Strategic Planning

At Fathom I manage all aspects of CRM, database and direct marketing as well as a staff of data analysts and data managers.

I led an initiative to overhaul Master Data Management of Navistar's offsite (vendor-hosted) marketing data warehouse and marketing platform (SmartFOCUS tool) to deliver better customer data, analytics, campaign management and business intelligence.

In addition to managing a staff I am responsible for managing client/vendor relationships that included their data warehouse vendor, external B2B data enhancement sources and various subject matter resources.

Thought leadership and strategic planning sum up what I deliver to Fathom Communications and its clients.

Sep 2002 - Feb 2011

VP, Director, Database Strategy

Cramer Krasselt

Creating Connections

At an integrated agency the 'dots' are not always connected. At C-K I have established Database Marketing as a means of integrating traditional agency disciplines of Brand Planning, Media, Interactive and PR by developing links to individuals (names/addresses) and creating a holistic view of the consumer.

Nurturing Relationships Across the Entire Purchase Cycle

A holistic view of the consumer makes it possible to idenitfy the right Media, Message and Metrics for each stage of the 'Purchase Funnel'. This involves: Attracting Hand-Raisers. Delivering Relevant Content. Engaging the Consumer. Generating Sales. And, Creating Loyal Customers. 

Responsibilities

Responsible for applying the disciplines of Direct Marketing, Database Marketing and CRM across the entire C-K network (Chicago, Milwaukee, Phoenix and New York). This involves developing and executing strategies for a wide array of clients including: Porsche, Bombardier Recreational Products (Sea-Doo, Ski-Doo, Evinrude and CanAM), AirTran Airways, Edward Jones, WellCare and Takeda Pharmaceutical. 

Sep 2001 - Sep 2002

Director, Business Develpment

Catalina Marketing

Selling Coupons

Quite honestly, I hated it.

Catalina Marketing had one of the largest and most sophisticated databases for consumer packaged goods. Transactional data could be used to trigger coupons and messages at point of sale for cross-sell, up-sell, retention and trial. 

The transactional data satisfied the rational side of the equation but did not take into account the emotional drivers. I needed to get back to the agency side of the business.

Other Experience

At Catalina I worked on: ConAgra Foods - Dairy and Refrigerated, Birdseye - Frozen, Equal

1997 - 2001

Director, Database Strategy

Foote Cone & Belding (Draft FCB)

Creating Solutions

During my tenure at Foote, Cone & Belding (now Draft FCB) I was able to use database marketing to help solve old problems in new ways. 

Fish Where the Fish Are

For California Pizza Kitchen (frozen) launch with Kraft Foods (see portfolio item) it was about identifying who the CPK customer was and how to reach them most effectively. The campaign, as measured by Millward Brown, proved to be one of the most effective product launches. The targeting methodology was used to place media, introduce line extensions and even influence distribution strategies. It was considered one of Kraft Foods'  top marketing programs for that year. Kraft dubbed the strategy as fishing where the fish are.

Other Experience

At FCB I worked on a variety of brands including: AT&T Wireless, John Deere, Quaker Oats' Propel and Gatorade brands, Encyclopaedia Britannica, Blue Cross Blue Shield, Illinois Lottery

1992 - 1997

Marketing Consultant

Sales

$1,000,000 in sales in the 1st year was never done before at RMG. I accomplished that by bringing in new clients such as 1st Chicago Bank, TCF Bank, NBD Bank, Mercantile Card Services and First Bank. At 1st Chicago RMG became the agency-of-record for database marketing of Equity Credit Line products. 

The selling proposition was simple: Identify the core problem the client was trying to solve (e.g. lower Cost-per-Account, retention, ROI) and RMG would interrogate the database, identify who the best customers were and where to find more of them - in their own database or their trade area.

Responsibilities

Responsible for generating sales and managing client relationships. Products / services included database and direct marketing. Client relationships also included: Ilinois Power, Comerica Bank, LaSalle/Talman Bank, Household Financial Services, Harris Bank and First of America Bank.

Epilogue

Response Marketing Group (RMG) was acquired by Snyder Communications and eventually became Brann RMG. Some of its remants are part of Euro RSCG Discover still located in Richmond, VA.

1988 - 1992

Account Executive

CM Partners

Responsibilities

Responsible for selling and managing direct mail, telemarketing, POS take-ones, event promotions and data services. Clients included: TCF Bank, Household Financial Services and Mercantile Card Services.

Epilogue

Cooperative Marketing became CM Partners around 1994. It was acquired by Foote, Cone & Belding where I worked at the time (a little awkward). 

Education

Education
1979 - 1981

B.S. in Ed

Portfolio of Work