Search by name, company, title, location, etc.

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

  • Peak Pumpkin Spice in Email Insider on 10/20/2014

    The National Retail Federation reports Americans will spend $7.4 billion on Halloween costumes, candy and decorations in 2014, a bit up from 2013. As is the case with retail holiday trends in general, Halloween shopping is starting earlier and earlier. According to a survey done by NRF, over 35% began shopping for Halloween before Oct. 1, and another 43% in the first few weeks of October.

  • Why Mobile Payments Will Change Email Forever in Email Insider on 10/06/2014

    I haven't felt more energized about the potential of video, email and mobile commerce than I do now. Newer, safer payment technologies! More convenience! Global acceptance at point of sale -- and lastly, everyone has a device. While we may argue the merits of the various forms of "payments" and whether the banks or the PayPals or Googles of the world will win, the shift is happening. While mobile commerce still has a ways to go before a 75-year-old grandmother will pay for a meal at the diner with her mobile device, the trends absolutely lead you to believe that this is the future of a wallet-less consumer -- and email will most definitely be a key factor in making it happen.

  • [FNAME] Never Works in Email Insider on 09/22/2014

    Over the last 15 years, I've seen personalization deliver amazing lift, and I'd confidently say it's a best practice for most. From database-driven personalization of consumer information to collaborative and content-based filtering, the options are virtually endless to deliver that "perfect" message or experience. But does it always work? That's tough question to answer directly, as it would be blasphemy to suggest that attempts to use customer data to personalize an experience don't always help.

  • Non-Traditional Wins in Email Insider on 09/08/2014

    Email marketing can at times be a really thankless marketing channel. Email folks are typically under-funded, understaffed, work in the "red zone" more than half their waking life, and live in a world of vendor arbitrage. The challenge working in this type of environment is that "wins" are really hard to define and repeat, and hard to find inspiration for. As we enter the holiday season, finding key "wins" will be important not only for your morale, but also to create energy around your efforts in other camps in your organization.

  • Best Thing On The Internet in Email Insider on 08/25/2014

    I live out in the Bay Area and Silicon Valley, where the promise of new technology overshadows what drives marketing results, and legacy communication protocols like email tend to be undervalued. With all the naysayers about email, let's change the basis of this decline prophecy and look at it through a marketer's lens vs. a general trend level view of consumer email.

  • Connecters Vs. Influencers  in Email Insider on 08/04/2014

    What's the difference between a social connecter and a social influencer? One seems to be a component or a necessity of the other. Naturally someone must be connected and have reach to have influence, right? What if I told you that within your social graph, there are those who are connected to a lot of people, but who wield very little influence on anyone? What if I told you there are a great many influencers that have very little reach, but have great influence within the networks where they do have reach?

  • The Perfect Opt-Out in Email Insider on 07/14/2014

    Fact of life in the email marketing world: You must honor the opt-out. How you do this is typically representative of your brand voice -- or at minimum, the freedom your CMO has given you with brand humor.

  • How Tablets Are Changing Gender Targeting Trends in Email Insider on 06/30/2014

    Digging deeper into retail patterns and the impact of the transient mobile consumer, I've begun to change my thinking about gender-based control of household spending. For many years, I believed that the woman was the gateway to brand loyalty, influencing not only Gen-X but Baby Boomers and their Millennial friends. Mobile trends only reinforced my beliefs. Woman have control at all points of purchase, at home, on the run, have access to more information than they ever have and payment options were endless. What I didn't expect was what's happening with men and the mass adoption of tablets.

  • Summer Trends To Watch  in Email Insider on 06/16/2014

    Last week was a busy week, with graduation promotions wrapping up and Father's Day promotions in full swing. Add to that, thousands of retailers went to Chicago for the arguably largest retail conference of the year, the Internet Retailer Conference & Exposition (IRCE). So here are three summer trends email marketers should consider, along with two key themes from IRCE.

  • Five Ways To Think About Email During Summer  in Email Insider on 06/02/2014

    We live in a seasonal world, and how we act as consumers and businesspeople changes when days get longer, nights get shorter and weather gets warmer. I try to break down the summer based on how I might find ways to connect with consumers that differ from what I've already automated in my programs. Here are a few observations that may help you shift your approaches this summer:

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 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... @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...

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.