The database marketing consultants at Drake Direct average 23 years of experience in the management and usage of customer data in the corporate sector. This direct marketing agency located in New York has worked with some of the world's largest direct marketing firms. What uniquely sets this database marketing 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 many areas of database marketing both on and off line.

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 lead 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 and Competitive Analysis." Among the topics Rhonda empahsizes include split A/B testing, multivariate testing, full factorial test design, sampling methods, competitive analysis, marketing mix models and conjoint analysis.

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.

Perry D. Drake joined the consulting firm in April of 1998. Prior to this, Perry worked eleven years in a variety of roles at The Reader's Digest Association. This diversity of responsibilities has provided Perry with in-depth experience to share with clients.

Perry's initial position at The Reader's Digest Association was as a statistician in the quantitative analysis department, applying segmentation, response modeling, list assessment and multivariate techniques. Later, moving into a product line role as Associate Director of Magazine Circulation Marketing, Perry assumed full strategic responsibility for all acquisition efforts including mailings to house and outside lists as well as renewal and billing efforts. During this time, Perry was selected to play a major role on the "promotional process re-engineering committee" charged with re-designing the entire promotional campaign process. Next, Perry was chosen by upper management to assume the responsibility of creating a new marketing services division in preparation for the conversion to new marketing systems and procedures at The Reader's Digest Association. As Director of this new marketing services division, Perry was responsible for staff assessment, re-alignment of organizational structures for efficiencies, new job descriptions and re-training for a staff of 40 marketing database professionals in support of marketing efforts for the entire U.S. business.

In addition to consulting, Perry is an Assistant Professor at New York University in the Master of Science in Integrated Marketing Program and the Digital Marketing Certificate program. Perry has been heavily involved in the creation and teaching of many cutting edge courses at NYU including Database Management, Database Mining, SAS Data Mining Certification, Web Analytics, Search Engine Optimization and Omniture SiteCatalyst Certification. Perry also has been honored with the distinction of being named the "Outstanding Master's Faculty" member in 1999.

Perry 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. He is a member of the Direct Marketing Association, the Direct Marketing Club of New York and the American Statistical Association.