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Industry Articles, Presentations, Software, Videos, Books

Industry Articles and Presentation

Below is a list of all past database and digital marketing articles, presentations, and cases by Drake Direct. Also provided are links to the Drake Direct blog and twitter feed.


Election 2012 Social Media Barometer Dashboard for Candidates Obama and Romney [INFOGRAPHIC]
An infographic dashboard created by Perry and Rhonda Drake regarding the 2012 election using the lastest in social listening tools, created September 2, 2012.

The Force That Is Facebook: Contemplating The Monetization of Facebook
A whitepaper written by Perry and Rhonda Drake on the value of Facebook, Published April 30, 2012.

The Data Revolution and the Impact on Higher Education
An Adobe Educational Webinar hosted by Perry D. Drake, April 5, 2012.

Best Practices on Protecting your Greatest Asset: Your Audience Data
Panelist: Rhonda Knehans Drake; A Webinar Hosted by Target Marketing, March 8, 2011.

The Marriage of Market Research and Market Analytics
Presenter: Rhonda Knehans Drake, Market Research Association, New York, NY, February 16, 2011.

The Nuts and Bolts of Database Marketing -- What Every Marketer Needs to Know to be Successful in this New Digital Era
Presenter: Perry D. Drake, Direct Marketing Association Luncheon, Long Island, NY, June 17 2010.

Reach Makes Geographical Targeting Relevant for E-mail
Article Contributor: Elena Bond, Published: 2009 Essential Guide to Email Marketing by RR Donnelley.

The Data Warehouse: Your Key to More Profitable Customer Data
Presenters: Perry and Rhonda Drake; Conference: Business Publishing Conference and Expo, New York City, March 10, 2008.

Current State of SEM Education in the Universities
Perry Drake of Drake Direct is interviewed by Search Marketing Standard Magazine, Summer 2007.

Demystifying Databases -- Why and How to Build a Profit Producing Data Warehouse
Article Contributor: Perry and Rhonda Drake, Published: Puslishing Executive Magazine, May 2007

2006 Database Marketing Survey
Fully Sponsored and Conducted by Drake Direct, Summer 2006.

Secrets of Test Design and Analysis
Presenters: Perry and Rhonda Drake; Conference: The DMA 2006 Annual Conference and Exhibition, San Francisco, CA.

Building a Profit-Producing Database
Presenters: Perry and Rhonda Drake; Conference: Annual Circulation Management Conference & Expo, Hyatt Regency Chicago, June 14-16, 2006

Conducting Data Audits to Ensure Integrity
Article Contributors: Perry D. Drake & Rhonda Drake; Published: DM News Online Newsletter, February 16, 2006

Time to Check Your Assests
Article Contributors: Perry D. Drake & Rhonda Drake; Published: TM Tipline, January 4, 2006

Demystifying the Modeling Process
Presenter: Perry D. Drake; Conference: Annual DMA Non-Profit Conference, Waldorf-Astoria Hotel, New York City, August 17-18, 2005

Target Practice - The Science of Sample Sizes
Article Contributor: Perry D. Drake; Published: Target Marketing TM Tipline, July 20, 2005

The What, When,Why and How of Renewal Modeling
Article Contributor: Rhonda Knehans Drake; Published: Subscritpion Marketing Newsletter, July/August, 2005

Building Lasting Customer Relationships - A Case Study from Business Week
Presenter: Rhonda Knehans Drake; Conference: Annual DMAW Conference and Expo, Washington DC, May 4, 2005

The Secrets of Test Design Strategies
Presenter: Perry Drake; Conference: Annual DMAW Conference and Expo, Washington DC, May 4, 2005

Maximizing ROI Through Proper Testing Techniques
Presenter: Perry Drake; Event: A Yale Club Luncheon Sponsored by the Direct Marketing Idea Exchange (DMIX), New York City, November 10, 2004

Data Mining a Non-Profit File for High Value Donors and Planned Givers
Presenter: Perry D. Drake and Rhonda Knehans Drake; Conference: SAS 2004 Data Mining Technology Conference, Las Vegas, Nevada

The Importance of New List Placement in The Merge/Purge Process
Article Contributor: Perry D. Drake; Published: Target Marketing TM Tipline, August 11, 2004

Best Practices: Your Path to World-Class Direct Marketing
Article Contributors: Perry D. Drake and Rhonda Knehans Drake; Published: Target Marketing Magazine, September 2003

How to Build a Marketing Database and Use it to Get More Sales and Profits
Presenter: Perry D. Drake; Conference: Westchester Direct Marketing Forum, April 15, 2003

How to Move Beyond Exhaustion of Your Acquisition List Options
Presenter: Perry D. Drake and Rhonda Knehans Drake; Conference: The NCDM 2002 Conference, Orlando

The Marketing Database: To Build or Not to Build?
Author: Perry D. Drake; Published: Circulation Management Magazine, November, 2002

Top Ten Most Common Mistakes Made By Direct Marketers Regarding the Use of a Customer Database
Author: Perry D. Drake; Published: DM News, July 22, 2002

Key Considerations in Building a Marketing Database
Author: Rhonda Drake; Published: Proof (a newsletter of the Direct Marketing Club of New York), April 2002

Customer Lifetime Value, What's it all About?
Author: Rhonda Drake; Published: Deeper, March 2002

Direct Mail - Where the Future Lies
Panelist: Perry D. Drake; Conference: DMA Circulation Days, January 2002, New York City

1999 Database Marketing Survey
Fully Sponsored and Conducted by Drake Direct; Published by DMA 2001 Statistical Fact Book.

Outside List Modeling Options
Presenter: Perry D. Drake; Conference: List Vision 2000, New York City

Why Didn't My Response Model Hold Up in Roll-Out?
Author: Perry D. Drake; Published: Inside Direct Mail, May 2000.

Did Your New Marketing Test Really Beat the Control?
Author: Perry D. Drake; Published: Inside Direct Mail, January 2000.

The Art and Science of Constructing Powerful Predictors
Presenter: Perry D. Drake and Rhonda Knehans-Drake; Conference: The NCDM '99 Conference and Exhibition, Orlando.

Finding Your Confidence Interval
Author: Perry D. Drake; Published: Inside Direct Mail, September 1999.

The Importance of Proper Test Planning
Author: Perry D. Drake; Published: DM News, August 16, 1999.

A New Free Test Planning and Analysis Tool
Author: Perry D. Drake; Published: Proof (a newsletter of the Direct Marketing Club of New York), July 1999.

How to Leverage the Information on Your Customer Database
Author: Rhonda Drake; Published: DM News, July 27, 1998.

Other Resources




Perry & Rhonda regularly tweets on digital marketing hot topics of the day, industry trends, conferences and social meetups


Drake Direct Blog
www.drakedirect.blogspot.com


The Drake Direct team regularly blogs on digital marketing analytical topics regarding the effect of cookie deletion on our metrics, social media ROI, Using Alexa for competitive analysis, etc. click here to subscribe to this feed


The Plan-alzyer, A Free Test Design Tool
Sample Size Calculator, sampling error calculator

Drake Direct has created a free Excel based tool for marketers to help them design and analyze their marketing test results. It also includes a break-even calculator. Various test design and analysis "how-to" videos can be found on Perry's Youtube channel. Check them out.


Perry's Youtube Channel
Professor Drake Youtube channel

Perrys dsicusses various topics including how to use Alexa for competitive analysis, google keyword suggestion tool, interviewing tips for digital marketers, etc. 26 videos in total on many topics.


Optimal Database Marketing
optimal database marketing

The definitive marketing data analytics books available today. Used throughout many universities within marketing data analytics programs including NYU. This book also discusses multivariate and factorial test design.


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