Marketing Innovation

Marketing Stack From Hell

Headshot of David Baker
By David Baker

Steve Jobs thrived at balancing the complexity that drives powerful computational systems with the simplicity required for utility. “Simple can be harder than complex,” Jobs said. “You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

For retailers, mountains are marketing stacks. Even in small organizations, a stack’s silos of specialization can’t help but make tactical advances at the expense of strategic insight.

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Headshot of David Baker

David Baker

With more than 25 years of experience in digital marketing and marketing technology, Baker is an award-winning industry thought leader, columnist and speaker. He has held executive roles at publicly traded, leading agencies and marketing services providers including Razorfish, Targetbase, Agency.com and Acxiom.  Direct Marketing roles at American Airlines and Franklin Covey as well as startups including Cordial, TwelveHorses, MindArrow/RadicalMail — a first generation rich media messaging company — and DigitalThink, the first eLearning Platform that went public in 1999. He has served as strategic advisor to various media and technology companies. 
Baker is one of only three individuals to be awarded the MediaPost Lifetime Achievement award (in 2012) for his contributions to the digital marketing industry, and he was also the recipient of the DMA-EEC Thought Leader of the Year award in 2016 for his positive impact on digital marketing.  He is a MediaPost “Email Insider” columnist and former “Email Insider” Summit Chairman and program director.  His works have also been published in iMedia Connection, Internet Retailer, Adweek, Direct Marketing News, ClickZ, The Drum and Chief Marketer.

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