Monthly Archives: August 2021

3 reasons why leveraging third-party data is casino marketing’s biggest opportunity


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.

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How Apple’s Mail Privacy Protection impacts today’s reporting and analytics


Due to recent privacy updates from Apple, email open rates are no longer a reliable metric to report on, since these numbers are now inflated. What does this change mean for email Marketers who have been relying on open rates in campaign reporting as a proxy for subscriber engagement for years? And more importantly, what […] The post How Apple’s Mail Privacy Protection impacts today’s…

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How artist Jaime Barks spends weeks in the backcountry—and still runs her business


If you had told artist Jaime Barks back in 2020 that 2021 would be her best year ever as an artist, she would have laughed. The outdoor-inspired painter from Chattanooga, TN used nature as her escape and inspiration during lockdown, slowly pivoting from in-person events and sales to an online gallery, sending a regular newsletter, and managing an ecommerce site. Painter Jaime Barks spends as…

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Only Influencers’ Email Metrics Project: Ask the Right Email Questions


Email metrics are confusing and can be easily misunderstood and misused. To help marketers avoid mistakes, Only Influencers has launched The Email Metrics Project at This website is home to definitions, articles, and videos to educate marketers on how to calculate and appropriately use email marketing metrics. I’m honored to have contributed several of my articles about email metrics, as well as recorded a…

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3 lessons from tourism brands that innovated in turbulent times


For most marketers, last year was all about hunkering down, trimming marketing spend, putting a pause on innovation and focusing on staying afloat. Few industries were hit harder than travel, with airlines nearly halting service, hotels left without guests, and only one in three tourism destinations open to international travelers. Even Disneyland had to close its doors for a bit—only the third time in history…

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Demystifying podcast metrics: The top 7 stats for savvy podcasters


Imagine a road trip without any signs. Not a single indicator for what road you’re on, which exit you’re approaching, or how fast you can go. Sure, you’d still have your road trip playlist and snacks to keep you company. With the right outlook, it could even be fun. But you can probably forget about making it to your intended destination in good time. Hosting…

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What the Apple Privacy Update Means For The Future of Email Marketing


Shift Happens The email marketing landscape is constantly changing, which seems to be true more so now than ever. In June, Apple announced that it would soon be rolling out new privacy updates, Mail Privacy Protection (MPP), along with its new features in iOS15, potentially changing the way that email marketers track metrics. Changes will likely take effect in September when the update rolls out…

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7 Creative ways to increase email click rates


Apple’s impending Mail Privacy Protection feature will force marketers to look beyond the open rate to focus on engagement metrics that matter. The click is one of those metrics.  As a marketer, you have a new quest – to do everything in your power to encourage customers to click. This is a best practice whose […] The post 7 Creative ways to increase email click…

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LiveIntent’s Real Time Banter Podcast: Apple’s Mail Privacy Protection


I talk about all things MPP with LiveIntent’s Kerel Cooper and Jessica Muñoz. We discuss: What exactly is Mail Privacy Protection? How will Mail Privacy Protection affect testing within email? What metrics should marketers hone in on during this time? How should marketers approach data hygiene with these changes? What do these changes mean for consumers? Will the industry be ready in time for Mail…

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Finding Flexibility in Deliverability


Picking out a pair of shoes shouldn’t be difficult, but sometimes it is. Why? Because there are tons of options. And not every shoe works for every occasion. Choosing a deliverability strategy can feel the same way. In most scenarios, that trusty pair of running sneaks works perfectly, but sometimes you need a good pair of hiking boots to climb out of the trenches. And…

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Is your podcast helping you grow your business? Here’s how to find out


Your podcast downloads are climbing up and up every week, and you just landed a dream guest. It feels like your podcast is growing—and that’s a wonderful feeling. Do you know what’s really making all the difference, though? Could you pinpoint what percent of customers converted because of your podcast? Are you aware of which promotional channels are bringing in the most listeners? If you…

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Audience Acquisition Source Ideas to Explore: An Oracle Consulting Checklist


Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this one about audience acquisition source ideas. Whether you’re building your audience in email,…

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