Geico's Gecko spokes-lizard has become so iconic that he shows up as a human-size mascot at sporting events. He's even milking his fame with a new book. But the insurance firm did not originally intend for the popular character to become its longstanding brand representative. Data analysis determined that, according to Geico CMO Ted Ward. For 10 years, Geico has worked with Merkle, a database-marketing consultancy, to run the insurer's marketing database, handle its direct mail and print-campaign analytics and manage its targeted digital display ads. Geico also works with The Martin Agency and Horizon Media on advertising.