Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

The impact of a breach on the marketing department is more than financial. It also affects email deliverability. Email experts know sending out a message en masse to an entire database, without first filtering out unresponsive and inactive email addresses, hurts the sender’s reputation.

Facebook ads are notorious for their data-backed ability to target consumers one-on-one. But in the wake of its Cambridge Analytica scandal, the social media giant that’s been cutting back on its use of third-party data is about to get slammed for its privacy practices. Possibly again and again.

Even as Facebook’s trying to sell its audience on Portal, its new video interface, consumer doubts about the platform’s data privacy measures and marketers’ distrust of its ad claims are being exacerbated by recent lawsuits. The Facebook data breach that affected between 30 and 50 million users and the video metrics snafus may not dissuade advertisers from wanting to access Facebook’s 2 billion monthly active users, though.

Health insurers are taking notice. Two and a half years ago, Blue Shield of California, headquartered in San Francisco, began including Heal house calls in its preferred provider organization plans. About 11,000 Californians have used the house call benefit since then, according to Jeff Bailet, the insurer’s EVP of health care quality and affordability.

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