DMA: Data and Marketing Association
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Rhonda Knehans Drake

Owner Drake Direct

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.

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