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SpeakersKen Baker started his research career in the late 1960s after graduating from London University. He became BMRB's company statistician in 1974, a position he held until 1987 when he left to form his own consultancy, Ken Baker Associates. His career at BMRB is perhaps best remembered for pioneering work in geodemographic systems, presenting with others the first paper on such matters at the 1979 Market Research Society Conference. Subsequent interests have related to data imputation and linkages between research surveys and databases, and in 1989 with others achieved the David Winton Award for the Best Technical Paper on the subject of data fusion. Ken is a frequent lecturer on sampling, statistics and methods of multivariate analysis on behalf of the Market Research Society and other conference organisations. Following a brief period at The Gas Council, Peter joined the Automobile Association in 1971, where he worked until early 2000, latterly as a member of the senior management team responsible for Group Marketing Services and CRM strategy. Since leaving the AA Peter works as an independent specialist marketing services consultant undertaking assignments and participating as a tutor in management education programmes for leading blue-chip companies. He is a Visiting Fellow of Cranfield University School of Management - primarily working on key account management (KAM) education programmes and for the KAM Research Club. Peter also provides support for the Cranfield New Marketing, CRM and Multi-Channel Research Clubs. He is the Director of Research at the IDM and Programme Tutor for the IDM's CRM Certificate qualification. He is also an associate of the Marketing Best Practice consultancy that has strong links with Cranfield. Peter is an elected Fellow of the Market Research Society (MRS) and the Institute of Direct Marketing (IDM); a former Chairman of the MRS and a past member of the IDM Council. Peter has also chaired the Association of Users of Research Agencies and the Research Development Foundation. He is a long term member of the MRS Professional Standards Committee and has worked with the MRS, and other industry bodies, on developing and implementing strategy in response to the Data Protection Act 1998 and writing the Society's guidelines on this topic. He is also a member of the Research Alliance Public Affairs Committee in Europe. Peter has presented and written, many papers on market research, database marketing, CRM and related topics. He also serves on the Executive editorial board of the IDM journal Interactive Marketing and editorial boards of the International Journal of Market Research, Journal of Targeting and Journal of Consumer Behaviour. Peter is also a governor of Newbury FE College. Richard Webber has worked in the UK direct marketing industry for 25 years, first at CACI and, since 1985, at Experian, where until July 2001 he was Managing Director of its Micromarketing Division. The originator of geodemographic systems in the UK, Richard has over this time been responsible for their technical development and commercial deployment. Today these systems are used by many hundreds of companies both in the UK and overseas. Prior to joining CACI Richard worked at the Centre for Environmental Studies where he used published small area statistics from the Census to originate ACORN, the UK's first classification of residential neighbourhoods. After moving to Experian in 1985 to develop MOSAIC, a competitor to ACORN, Richard has been responsible for creating one of Europe's leading centres of expertise in segmentation and profiling. This team has been a centre for innovation in the application of socio-cultural classifications to support one-to-one marketing, in the development of segmentation and profiling services based on lifestyle surveys and in designing frameworks for applying behavioural data and generic classification systems to CRM. Since 1985 Experian's Micromarketing division has extended the coverage of these systems to nineteen different countries around the world. Today Experian's MOSAIC International Network employs over 270 specialists in statistics, direct marketing and IT. Prior to joining the Centre for Environmental Studies Richard graduated in Economics from the University of Cambridge and in Transport Design from the University of Liverpool. He has also taught mathematics and art appreciation to 11 year olds and worked in the planning department of Wirral Borough Council. Richard has been elected honorary life member of the Market Research Society and a fellow of the UK Institute of Direct Marketing. He is a member of the editorial board of the Institute's quarterly journal Interactive Marketing and is currently Visiting Professor of Geography at University College London. |
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