The database marketing consultants at Drake Direct average 25 years of experience in the management and usage of customer data in the corporate sector. This boutique digital marketing agency located in New York has worked with some of the world’s largest direct marketing firms ranging from American Express to SAP to Disney. What uniquely sets this agency apart from the competition is their profound conviction to become intimate with their clients’ existing business model and metrics and then compare those against the industry best practices and standards. The Drake Direct team has expertise in all aspects of using customer information to drive a business forward in this new multi-channel world.
Rhonda Knehans Drake founded the consulting firm in 1996 following more than 12 years in various information management roles. Rhonda’s background includes experience in all aspects of direct marketing from conceptualization of strategy to test market design and implementation in roll-out. Rhonda’s experience emphasizes the importance of leveraging information to make marketing decisions. This experience has enabled her to assess the most effective and efficient ways to improve marketing efforts for her clients.
Most recently, Rhonda was employed by The Reader’s Digest Association as Director of Customer Database and List Management. At The Reader’s Digest Association, Rhonda was a part of the management team which led the effort in developing a new strategic business aimed at marketing to young families with children. Rhonda’s initial responsibility was to determine and manage the build of a stand alone customer database in support of this new business. Prior to this assignment, Rhonda was a senior account executive at Information Resources, Inc. In this role, Rhonda led two of IRI’s largest account teams: Clairol and Bristol Myers. Among Rhonda’s key accomplishments while managing the syndicated market research for Clairol and Bristol Myers was supporting the client’s marketing team with recommendations which ultimately reversed a decline in market share. As a result of this accomplishment, Rhonda was awarded the “President’s Award” by IRI officers. Rhonda has also worked for Columbia House Music & Video Club, Citicorp POS, and Arbitron Ratings.
In addition to consulting, Rhonda is an Assistant Professor at New York University in the Master of Science in Integrated Marketing program teaching “Statistical Measurement for Marketing,” “SAS for Marketers,” and “Social Media Measurement.” In her courses, Rhonda emphasizes split A/B testing, multivariate testing, full factorial test design, sampling methods, competitive analysis, marketing mix models, and conjoint analysis. This past year, Rhonda worked with Perry Drake to create a course on Social Media Analytics. NYU is currently one of the only universities in the United States to offer a course in this field, and the course was featured in Time Out Magazine as one of the top four classes to take in the “online learning space.”
Through her participation in the academic and business communities, Rhonda is able to identify trends in information and consumer behavior, which can be leveraged to improve her clients’ marketing efforts. She works with clients to develop strategies that improve their web presence and overall marketing reach to achieve optimal ROI. Rhonda has also developed many statistical models that enhance clients’ acquisition and retention strategies.
Rhonda earned a Master of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri. She is a member of the Direct Marketing Association, the Direct Marketing Club of New York and the American Statistical Association
Winnie Huang, Senior Database Analyst: Winnie originally joined the Drake Direct team back in 2004. Her analytical skills and expertise in SAS help to develop acquisition and retention models as well as solve business cases for Drake Direct’s clients. She is well versed in analytic methods and utilizing internal and appended data to predict consumer behavior.
From 2007 to 2011, Winnie worked as a Senior Marketing Database Analyst for CPA2Biz, Inc. Her responsibilities included analysis of customer and product data to produce business intelligence reporting for both the senior management and the marketing team, post-mortem campaign analyses, and creation of customer segmentation and profiles. Winnie also designed Key Performance Indicator (KPI) dashboards to implement web analytics best practices, improve customers’ experience both on- and offline, and help meet the needs of different business owners.
In her work at Drake Direct, Winnie builds statistical predictive models to assist clients in understanding their customers’ behaviors, allocating resources to promote model-defined segments with statistical confidence, and improving their campaign results and ROI.
Winnie earned a Master of Science in Integrated Marketing from New York University and a Bachelor of Arts in Applied English and an Associate of Science in Business Administration from Taipei University of Technology.
Rhonda Drake serves as Assistant Professor at New York University in the Master of Science in Integrated Marketing Program and the Digital Marketing Certificate program. Rhonda has been heavily involved in the creation and teaching of many cutting edge courses at NYU including:
- Database Managment, Mining and Modeling
- Web Analytics
- Social Media Analytics Using Radian6 & Lithium
- Google Analytics
- Search Marketing
- SAS Data Mining Certification
- Omniture SiteCatalyst Certification
To learn more about the Masters in Integrated Marketing program click here
To learn more about the Digitial Marketing Certificate program at NYU click here