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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

  • Marketing Tech Convergence As Email Landscape Evolves in Email Insider on 07/27/2015

    While Forrester and Gartner have long set the standard for defining categories of marketing and advertising technologies, it is hard to address an entire landscape of needs when looking from the top down. For instance, we know that the email marketing industry has a 10%-12% compound annual growth rate, but we've also seen a general commoditization of email sending fees over the last five years. Has your email budget changed 10% per year? The growth has mostly occurred from increased spending in analytics, personalization and mobile/creative, generated by the need to match increased use of smart devices.

  • Push Vs. Pull: Triggers Are What Will Drive It in Email Insider on 07/13/2015

    Consumers want seamless access to information when making a purchase. Our world will be a push vs. pull world, and triggers will be the catalyst to this value exchange.

  • Summer Trends 2015 in Email Insider on 06/29/2015

    Last summer I wrote a piece about trends, following the Internet Retailer Conference and Exposition (IRCE). And now the first real summer of wearables is upon us.

  • Trigger Marketing: Start With The Money in Email Insider on 06/15/2015

    I believe trigger marketing is how everything will run in the future. Some think it's about intelligent, predictive communications based on 1:1 events. It is, and then some. As we begin to explore new devices that aren't as "smart" as our mobile phones, we will be deluged with signals that mean something - but, left alone, are simply signals that tell an incomplete story. The possibilities are simply endless, but the principles of applying, delivering and optimizing interactions and triggers based on some behavior won't be. So you'll need to start thinking about this strategically.

  • Discovering The 'Me' Generation in Email Insider on 06/01/2015

    Consumers are becoming more and more comfortable sharing information in exchange for apps, service, access and convenience. With that said, we also have a new generation of consumers that are much more savvy with their digital lives, data and how it's shared, all with the goal of improving their lives.

  • Retail Engagement Trends in Email Insider on 05/18/2015

    With smart shoppers, smartphones, new smart devices and a rising shift in generational behaviors, are you ready for this next generation? Check out "The "Age of Context," a powerful book written in 2013 by the authors of "Naked Conversations." They note five forces driving us from the information age to the age of context: data, mobile, sensors, location-based technology and social. All contribute to a new personalized society where our devices know us better than our friends.

  • Combine Email, Push And SMS For Best Messaging in Email Insider on 04/28/2015

    I used to say that when my grandmother begins talking about something, that shows it's now mainstream. With the recent Apple Watch and wearables rage, the connected experience is going mainstream, with more of a lifestyle impact that moves past travel and weather. Still, this trend begs the question: Are we prepared for multi-modal means of communicating? Are we using these modes in meaningful ways?

  • Ways To Entertain And Engage Readers With Content in Email Insider on 04/13/2015

    How do you engage your audience, effectively embedding your brand without impairing how the consumer perceives your brand? Think about the context of the media, not just the social or viral value. And think about how you could possibly develop cool content fast enough to even consider moving in this direction.

  • Email Is Still The Recession-Proof Channel in Email Insider on 03/30/2015

    Why is email so recession-proof? We've seen it thrive in the years following the dot-com bust of the early 2000s. We saw it go through the roof after CAN SPAM. It's taken on every challenger there is and keeps growing 10% a year in marketing spend.

  • 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.

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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