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David Baker

Member since December 2004 Contact David

  • VP Digtial Product Solutions Acxiom
  • 1630 Angsley
  • San Ramon California
  • 94582 USA

Articles by David All articles by David

  • Next-Generation Personalization in Email Insider on 03/16/2015

    In 2003, several contributors from Amazon wrote a compelling industry report on "Amazon.com Recommendations, Item to Item Collaborative Filtering." While Amazon has long set the standard for product recommendations, personalization and doing it at scale, no one could have imagined that data would outgrow humans' ability to slice-and-dice and generate insights from it.

  • Descriptive, Predictive And Prescriptive Analytics in Email Insider on 03/02/2015

    Where does the Big Data discussion fit into your analytics discussion? Analytics generally is the hardest thing to sell to a budget-conscious marketer, because it's vastly ill defined in companies and hard to translate to terms or just things we do every day. I was watching a short video by Babson College Prof. Thomas Davenport on the Harvard Business Review website recently and found it to be a good, simplified explanation of analytics.

  • Top Line, Bottom Line, And Waistline  in Email Insider on 02/16/2015

    Marketers sweat the top line, lead optimizers sweat the bottom line, but executives sweat the waistline. In this age of machine learning, advanced algorithms and the hype of real-time personalization, looking simply at incremental sales as the driving proxy is an exercise in measuring inputs, not company health. The leaders of this world want to know how fit you are to compete today and tomorrow, and what exercises you are doing every day/week/month to build sustainability.

  • Stats Tell You Everything -- And Nothing in Email Insider on 02/02/2015

    Did you know that women blink nearly twice as much as men? And our eyes are always the same size from birth, but our ears and nose never stop growing? And the average lifespan of a baseball is seven pitches?

  • The Exaggerated Help-Wanted Ad in Email Insider on 01/19/2015

    In 2008, I wrote a column entitled "Help Wanted: Email Marketing Manager," a look at key industry challenges through a tongue-in-cheek help-wanted ad. Here's how I'd rewrite the ad today.

  • 10 Reasons To Be Optimistic About 2015 in Email Insider on 01/05/2015

    Let me begin the new year by saying that 2015 will be the year that new means old, optimized. I don't see dramatic changes in consumer patterns, but there were some 2014 trends that should make all of us optimistic about this year, starting with the following:

  • Rut Or Grave? in Email Insider on 12/17/2014

    I started this column to explore trends and what to expect in 2015, but changed the topic after reading this quote: "The only difference between a rut and a grave is the dimensions."

  • A Mobile Weekend Like No Other in Email Insider on 12/01/2014

    After taking a gander at a variety of retail numbers over the weekend, I landed on IBM's U.S. Retail Black Friday Report, which, in keeping with recent trends, was released earlier than in any past year. Did my hypothesis about mobile pervasiveness play out? I'd say, YES!

  • Reactivation: How To Win Back Customers in Email Insider on 11/17/2014

    Outside of new customer acquisition, reactivating customers can be the most frustrating and expensive exercise you ever take on, also providing some of the worst performance metrics you'll ever see. While there's been hundreds of articles written on the topic, here's my slightly different take that hopefully will expand how you think about this.

  • Four-Square Selling in Email Insider on 11/03/2014

    I believe the reason more budget isn't allocated to email is that industry members struggle to sell it effectively to their organizations. Have you ever been sold a car? Dealerships use a four-square selling method. They help you find the car and establish a Sales Price. They negotiate your Trade-In (if applicable). They discuss Cash Down and Payment. And finally, they discuss the Monthly Payment. To sell email's value, you need a strategy. Here's the four-square approach for email marketers.

Comments by David All comments by David

  • Mother's Day Hangover by David Baker (Email Insider on 05/13/2013)

    @Pete....Always love your perspectives and appreciate your readership. First of all: We all Fast Check and I love debate when everyone respects each other's points. I have books, articles and research that more than support this...... .. Here's a recent bit you might read. and happy to direct you to numerous other reputable groups, research arms and books that speak to this exact topic, which I happen to agree with: Women own the purse strings and have more influence over household and retail spend than men. U.S. Women Hold The Purse Strings http://www.mediapost.com/publications/article/197520/us-women-hold-the-purse-strings.html#axzz2TN8Rsxs8 Good reading!

  • Updating Email Acquisitions? Focus Further Down The Funnel by Loren McDonald (Email Insider on 04/18/2013)

    good article Loren

  • Innovation: Hardest Thing To Get Right by David Baker (Email Insider on 03/18/2013)

    :),,, yes, let's not lecture on the principles of distracted driving.. My point is, your device will be where you are. Video in email, I was doing in 1999 with Radicalmail, first video email technology. Yet, what I'm speaking to @Dan is interactive video and dynamic video that is by far efficient to manage, produce, deliver and be data driven at scale. as I finished the column with, innovation is upon us, we just haven't operationalize some of it yet. I would challenge all the purists, that "timing" is going to be the most important factor in the CRM vision (right person, right content, right channel and right timing).. and most innovation will focused on optimizing this and the experience. With the trend in time and place shifting of email and the inbox, and the parallel technologies that serve us today "out of home", book mark this email and read it back in 2 years.

  • Decision Management For The Holidays by editor and David Baker (Email Insider on 12/13/2010)

    @James: You were the actual Inspiration to this article. I loved your articles on this..... We should connect sometime... david.baker@acxiom.com @Blaine: James "did" already write "the book" on BDM... love his perspective and view... the next generation of this is building portability into our decisions when the online world is so transient and fluid... Thanks for your posts..!!!

  • What B2B And B2C Marketers Can Learn From Each Other by Loren McDonald (Email Insider on 04/08/2010)

    Love the topic Loren, yet think you left out a significant difference in B2B and B2C and it's SCALE... a B2B database is typically a fraction of a B2C, so while focus on loyalty is a primary focus, it is also limited in how they define a customer, lead process is dramatically different and shear scale present problems with sophisticated rules based program scripting as well as funnel movement attribution.. Yet, I think B2C can learn from B2B in many ways.., but B2B would fail if they tried to apply same principles cross 15 MM customers with 400 active segments. There is no denying that lifecycle management is utopia for B2C and few do it really well so I do with the core principles can support each other. Great survey! db

  • Managing Governance In A Fast-Moving World by editor and David Baker (Email Insider on 02/15/2010)

    Randy: That's awesome, sounds like an amazing project to work on.. Good luck with it...

  • Google Buzz: Why Gmail Puts It Into The Game by Loren McDonald (Email Insider on 02/11/2010)

    Nice review Loren.. YES, I think they'll get alot more traction... as well as what MS is planning in future releases, it should be an interesting 2010 at the consumer inbox level.

  • Summit: Maybe Less Focus On Social Topics? More Case Studies? by editor and David Baker (Email Insider on 12/14/2009)

    Interesting posts... 1. Email Append is doing well, I'd recommend you talk to Axciom, but you do have to recognize that business append is tougher than consumer append, with people changing roles so rapidly.. But that is the first place to look. 2. Paula: I don't really know how to respond to your post, as you are all over the place, but I'll try. All media isn't social, and I have 100 media planners that will differ with you. Email does work and I didn't elude to otherwise, unless I misunderstood your comment. Not sure what you are talking about "thinking before you speak has fans"....We do a great deal of strategic thinking before we communicate outward to any consumer, customer etc... so not sure where you were going with this? 3. As for doctors, I think you need to do abit more research, we've seen many more PCP (Primary Care PHysicians) adopting email as a means of communciating with their patients and it varies by rural, suburban and urban practice presence,,, so privacy - yes, but there's alot of research that makes that statement void...We've done alot of work in the health space, so again, not sure where you are going with that one.. 4. Chad: Yes, it was surprising that there was alot of interest, in the past 6 summits, deliverability had lost popularity, but I think we are remiss in not talking about it.. it's kind of like ad serving and not talking about Atlas or Doubleclick and technical limitations/standards??? it usually gets blended into discussion. 5. I do like the ideas of CMO's, but the problem is .. they'll all say "YES to email and not get a heck of a lot deeper.." and they'd talk in generalities....we get this at many other events in keynotes... It's also hard to get C-Level people to this specialized summit in remote places. the whole point of the consumer focus group is to see if our assumptions about consumer trends stack up....and have alittle fun with it.... have ideas for the next one...

  • The Myths (And Truth) About Domain Reputation by George Bilbrey (Email Insider on 12/02/2009)

    Well Put George!!!

  • Next-Generation Email Marketers by editor and David Baker (Email Insider on 11/23/2009)

    All great comments... Krystina: to your comment, it VAries... isn't that the prudent response from an agency? :)... I've seen it as an extended project manager if the delivery is done through an ESP with a full service team.. If they are actually hands on the platform staging campaigns, it can be a web dev person or interface developer type role, but they should have HTML experience and ability to play with APIs.... I see the role in three veins: Strategy and Planning, Implementation and coordination and then delivery and support... so an email manager sometimes has all these responsibilities, but most times they have one or two.. and to Bill's point... I wrote a series of articles on telling the ROI story and he is correct you have to tell the story broader than clicks and opens or your'll never get budget or attention... that articles' over 3 years old, but still very relevant.. google it : Baker Telling the ROI Story...

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