• by David Goetzl  @dgoetzl, July 27, 2010

Former Advertising Research Foundation analyst Craig Gugel has joined year-old marketing analytics firm LogicLab in a top management role.

As chief research officer, he is charged with overseeing all initiatives related to consumer-insights data for efficient media planning. He will also build awareness for the company through public appearances and offering commentary on research advancements.

LogicLab, which seeks to advise clients on media purchasing decisions by employing traditional tactics and metrics used in direct marketing, is owned by 40-year-old CRM agency Merkle. It posted $223 million in revenues in 2009.

Gugel joined the nonprofit Advertising Research Foundation as senior vice president of media analytics in January 2009. Earlier this month, industry veteran David Marans joined the ARF as executive vice president, media.

Before that, Gugel held what seemed to be a similar role to his LogicLab post, managing all operations of data-oriented media planning advisor Telmar Group in North America. Google, Discovery Communications and PHD were clients. He previously held a role at Optimedia International in strategic insights.

He will be based at LogicLab's New York hub.