Need to Know: Drake Morton

A Question Of Influence: BT And Accountability

by Phil Leggiere , Wednesday, September 24, 2008

AS BEHAVIORAL TARGETING HAS MOVED in the past few years from novelty toward necessity, many marketers have come to realize that behavioral technologies, like consumers, are unique, and that one size does not fit all. As Web developers, optimizers and advertisers attempt to apply an ever wider array of behavioral approaches, Elizabeth Apelles, CEO of Greater Than One, an ad agency widely deploying behavioral solutions, explains below, the task of understanding the multi-dimensional impacts  of behaviors on results, becomes more and more central. (more…)

Good to Know: Drake Morton

BluKai Says Transparency for Everyone

by Steve Smith , Friday, September 19, 2008

THE NEW DATA EXCHANGE BLUEKAI launched publicly this week with an unusual value-add for consumers. Anyone can go to the site and check in detail exactly what any BlueKai cookie on your system is tracking about your online travels. In my quick check, a visit to Autobytel.com added a cookie segmenting me as shopper for a car, a sub-compact or sports car — and specifically a Mini. BlueKai’s “Registry” also lets me remove any of those segment indicators from my cookie. And so, as CEO Omar Tawakol tells us here, the company is trying to be all about transparency throughout the value chain. BlueKai launches with veterans of Revenue Science (including Tawakol), Yahoo, and RightMedia at the helm. (more…)

Excellent Read: Drake Morton

Under 60 Character Email Subject Lines

Increases Open Rate

According to eROI’s latest email marketing survey, The Elements of Email, email marketers are missing opportunities to increase their deliverability, opens, clicks and conversions. The study examines several elements of an Email, recommending that readers test their positions to compare to prevailing practices. (more…)

Building a Case: Great Read, Drake Morton

The Right Moment To Send An Email

by David Baker , Monday, July 21, 2008

TUESDAY, WEDNESDAY, THURSDAY? WHEN is the right time to send an email? That may be the right question, but is the answer what you are really looking for? This is probably the most widely asked question that email marketers will face.    People used to be fascinated with time of day and day of the week; now that we are well over 15 years into email marketing, I see less credence in these industry surveys of 1,200 respondents that try to help you answer this broadly.
(more…)

June 23, 2008

Drake Morton & Associates Launches Emerald,

A Direct Marketing Relationship e-Mail Building Tool

Westlake Village, CA – DM&A today announced the launch of Emerald e-Mail Solutions, a revolutionary new concept in business relationship building. Emerald is the first company of its kind that makes it possible for businesses to rapidly develop and deliver branded online marketing relationship building tools for their customers.
Emerald has at its core a sophisticated software that was created by Drake Morton, an advertising/marketing entrepreneur whose core business is understanding and communicating with consumers. “In order to compete in today’s marketplace, it’s absolutely essential that businesses know their customers,” noted Morton. “But until now, research has been an expensive and complicated undertaking. That’s why I created Emerald. A company of any size can go online and easily set up a branded customized e-Mail, tactically targeted questionnaire or post-card that is instantly delivered to their customer base. It no longer takes an IT staff or the services of an outside research firm. It’s perfect to get consumer feedback, solve problems and build relationships. And because it can be designed by the business itself, it’s incredibly affordable and flexible.” (more…)