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David Baker

Member since August 2011 Contact David

David Baker is the Co-Founder and COO of Cordial, a next generation 1:1 Omnichannel messaging platform. He is a thought leader, well respected columnist and speaker with over two decades of experience in executive roles in industry leading agencies, marketing services providers : (Razorfish,, Targetbase, Acxiom). David is a lifetime MediaPost Award recipient, Email Insider Columnist and former Email Insider Summit Chairman and Program Director.

Meet David at MediaPost Events

  • David attended OMMA Global at Advertising Week, March 19, 2012
    San Francisco Marriott Marquis

Articles by David All articles by David

  • Mobile First  in Email Insider on 05/16/2016

    I bet you've had "mobile first" come up at your strategy table in the last year. It's one of the most popular CMO strategic imperatives of 2016.

  • Targeting Digital Teens (Generation Z) in Email Insider on 05/04/2016

    Like the teen generations that came before them, today's teens are concerned about appearances, image and their place in the social caste system of their particular worlds. At the same time, the world these digital natives live in changes rapidly, shaping them into a new generation. This shifting mentality raises questions about how and where to reach the lucrative teenage consumer market in a highly fragmented mobile social universe. Tactics that worked with the MTV generation won't resonate today. The sooner companies get to know this generation, the better.

  • The Three Circles in Email Insider on 04/18/2016

    The challenges with painting by colors are somewhat similar to the old consulting triangle. The consultant walks in, listens to your business problems and draws three circles on the whiteboard. One has a dollar sign, representing budget and how much you can spend; the second has a big "S" in it, representing scope/quality of the project. The last is a "T," representing time to complete. The consultant then says, you get to control two of these and I get the other one - which do you choose? You may want a perfect program and have six weeks to build it, yet will not likely have the budget control to do it to your liking. Inversely, you can define the budget and timeline, but the quality of the deliverable might suffer.

  • 5 Trends That Are Indicators Of Pending Change  in Email Insider on 04/04/2016

    What we saw over the holiday and in Q1 was a concerted shift in use, practice and engagement across the board - but many of these shifts have upstream and downstream impacts on how we think of marketing today. Here are five trends that show a glimpse into the future.

  • The Perfect Email in Email Insider on 03/21/2016

    Is there such a thing as the perfect email? Some might say it's the thank-you note, since it conveys gratitude and some level of sincerity, and is usually timed to some exchange/service. Others might say it's humor, but the days of funny emails have somewhat been swallowed by Facebook posting and Youtube, where interactivity is paramount.

  • CMOs/CTOs: Let's Have Lunch in Email Insider on 03/07/2016

    Some writers look at the glass half-empty and say that there is still contention at the top ranks between CTOs and CMOs. Some have said that the tensions between the two functions (CMO/CTO) just simply must exist, and it's a lot better now than it was a decade ago. Let me offer a simple perspective on the dynamic between the two roles, as it relates to our world of data-driven marketing and omnichannel.

  • Buying Technology In Today's Time in Email Insider on 02/16/2016

    Why is buying marketing technology so hard? Are you the decision-maker, influencer or just the one who will inherit the solution others decide on? The reality of today is, buyers and budgets are shifting. Four years ago, Gartner predicted that by 2017, CMOs would be spending more on IT than the CIO. Whether this is already true in your organization or not, it does mean that there are more people who have a stake in IT buying decisions.

  • Love Ain't Cheap: Email & V-Day in Email Insider on 02/01/2016

    Two-week countdown to Valentine's Day, projected to exceed $19 billion in consumer spending in the U.S. This is the fourth biggest retail event of the year in the U.S. boasting an average order value of $174 ($190.53 for men and $ 96.58 for women). It gets even more interesting as you break down three key generations who each view the holiday quite differently.

  • Life-Hacking Industry Events in Email Insider on 01/18/2016

    Planning on hitting some industry events in 2016? Want to learn something new? Rub shoulders with your peers? Get schmoozed by the vendors? Grab cool tchotchkes? It's still a challenge to know how to get the most out of events. Here are some tips.

  • Cheeky Predictions For 2016 in Email Insider on 01/04/2016

    First week of 2016, and while there is a lot to look forward to this year and a lot to reflect on from 2015, you only have one chance to predict things. I took a cheeky view of trends and predictions this year. As Oprah says, " Cheers to the new year and another chance to get it right." Hopefully these will make you think about what's coming near-term and how our world is changing around us.

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