When shelter-in-place orders were first instated in March, retailers had to close their doors in an effort to stop the spread of COVID-19, resulting in a steep drop in sales for everyone. While the decline was not totally out of the blue, retailers are still feeling the pressure: according to Epsilon data, consumers across generations still have mixed feelings around when they will return to stores.
For the past 20-plus years, casinos have been at the forefront of using first-party behavioral data to drive intelligent segmentation and targeting. Now, it’s time to apply that same innovation to leverage third-party data, as well. Casino marketers have been trained to believe that “External appended data doesn’t predict gaming behavior.” But when it comes down to it, that's not entirely true anymore.