Ethology Launches to Help Marketers Integrate Unique Digital Strategies into Marketing Mix

Tallwave’s ethology Brings New Technologies and Approach to Digital Marketing with Focus on Customer Intelligence

PHOENIX--()--Tallwave, a venture management and business accelerator, today announced its second portfolio company, ethology™, a digital marketing firm that helps businesses better understand and integrate the most advanced digital marketing strategy methods. With ethology, businesses can develop more effective campaigns that resonate with customers.

Ethosystem Model

Ethology has developed ethosystem™, the firm’s proprietary system of processes, tools, partnerships and people that allows digital marketers to listen to and study the desires and interests of their target audiences, then develop more efficient and effective marketing programs to motivate customers to action.

One of the ways in which ethology helps marketers listen is its customer intelligence tool, which ethology developed to mine search engine and social network data to discover unbiased target audience insights. This knowledge is used to form the basis of more powerful online and offline communication. The ethosystem returns the data necessary to align messaging and creative with real, timely consumer preferences and demand.

“We decided to launch ethology after working with clients and learning of the need for higher-level strategic support in digital marketing. For example, marketers needed to go beyond standard search, keyword or customer data to get in closer touch with their customers. Marketers have responded favorably to our approach of listening to the consumer, using our customer intelligence and communication methods,” says Jeff Pruitt, Executive Director, ethology, and CEO and founding partner, Tallwave. Pruitt is a past President of iCrossing and Chairperson of the Search Engine Marketing Professional Organization (SEMPO), the industry’s primary global trade group.

Mike Corak has been named Vice President of Strategy and Operations at ethology. Corak developed winning digital marketing strategies for some of the nation’s most famous brands, including Intercontinental Hotels, Coca Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. He previously led the strategic planning practice and account management efforts at Off Madison Ave in Phoenix, AZ.

“Intercontinental Hotels has been working with Mike Corak and Tallwave on increasing our effectiveness in digital marketing, particularly in listening to our customers more closely and designing campaigns that really speak to their aspirations and interests,” says Greg Hanss, Director of Sales and Marketing at Montelucia Hotel, an Intercontinental property. “We look forward to working with ethology and utilizing its customer-focused approach to digital strategy,” he adds.

Ethology Concept

Ethology is the study of relations between an organism and its environment. “At ethology we take a more intensive look at consumers, to understand not only how they move around the web, and communicate online, but why they take certain actions,” says Corak. “Our goal is to help marketers learn what causes customers to act, and with this greater knowledge, craft marketing initiatives that have a higher probability of success.”

Ethology Team

To achieve its vision of elevating the strategic importance of digital marketing, ethology has assembled a prestigious team of leaders in the fields of digital marketing and business development. In addition to Pruitt and Corak, the executive team consists of former executives at Yahoo!, Google and Calence. Dan Boberg, Partner and President of Tallwave, leads ethology’s Innovation Center. Boberg most recently was Vice President of Advertiser and Agency Professional Services for Yahoo! Inc. David Husband, Partner and CFO of Tallwave, serves as CFO of ethology. Most recently, Husband served as CFO, Secretary, and Treasurer of Calence LLC.

Serving on ethology’s Board of Advisors are Stuart Larkins, formerly of Performics/DoubleClick, and David Jakubowski of Aggregate Knowledge.

About Ethology

Ethology helps businesses better understand and integrate the most advanced digital marketing strategy methods in order to develop campaigns that really resonate with customers. Ethology employs its method of scientific analysis to look at customer behavior patterns, listening to the consumer and helping businesses integrate this higher level of knowledge into marketing initiatives.

Whether repositioning or launching a brand, or launching a new product, ethology’s system of behavioral insights improves marketing effectiveness.

Ethology has offices in Phoenix and Los Angeles and is a portfolio company of Tallwave. Visit ethology at

About Tallwave

In 2010, former senior executives from Google, Yahoo!, Microsoft and iCrossing, formed Tallwave, a venture management and digital business accelerator that helps digital entrepreneurs move beyond concept to early stage growth and a successful go-to-market strategy.

Tallwave’s portfolio companies are SyCara, a developer of workflow management, search engine optimization (SEO) tools, and ethology, formed to help businesses leverage the most advanced digital marketing strategies.

Tallwave has operational headquarters in Phoenix, and offices in San Francisco and Los Angeles. For more information, email or call 602-840-0400.


For Tallwave
Jean Sexton, 530-432-1820

Release Summary

Ethology, digital strategists, are launching to help businesses better leverage digital marketing methods and gain greater customer insights. Ethology's methods provide unique social and search data.


For Tallwave
Jean Sexton, 530-432-1820