Marketing Cloud - Partner Office Hour (August 18, 2015)
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Transcript of Marketing Cloud - Partner Office Hour (August 18, 2015)
Partner Office Hours: Return Path - Data & Tools to Help Marketers with Digital Transformation Matt Rausenberger Senior Director, Salesforce Partner Sales Return Path August 18, 2015
Today’s Presenters
Greg Gould Sr. Director,
Consumer Insight
greg.gould@ returnpath.com
Matt Rausenberger Sr. Director, Channel Sales
SFMC Partnership
matt.rausenberger@ returnpath.com
Brandon Dingae Director, Email Fraud
Protection
brandon.dingae@ returnpath.com
Eric Stam Channel Sales Manager
SFMC Partnership
eric.stam@ returnpath.com
Goals & Objectives
• Understand how Return Path can help your clients transform their marketing programs
• Understand how the partnership between Return Path and Salesforce Marketing Cloud benefits you
15+ years of Experience • 450+ dedicated professionals • 14 offices in 7 countries worldwide • Backed by Union Square Ventures,
Foundry Group, Costanoa Ventures, Vista Equity Partners, SAP Ventures
Proven Data Infrastructure • Over 2 billion certification inboxes
• Scoring 26 million IPs daily
• Nearly 300 global partners
• Processing millions of transactions per day
Over 2,500 Email Optimization Customers
• Industries include: • Retail
• Technology
• Finance
• Entertainment
• And more
About Return Path
Return Path Solutions
Powered by the Return Path Data Cloud • Unique view of email ecosystem so
clients and partners can make better business decisions.
• Inputs from 70+ mailbox and security providers representing 2.5 billion email accounts.
• In-depth behavioral insights from the inboxes of more than 2 million individual consumers.
Strength of RP-SFMC Partnership • 6 year partnership • 1,000 joint clients • Joint clients mostly in enterprise space • Salesforce sells 10 times more Return Path licenses than any other ESP • Integration into Salesforce platform superior to other ESPs
A Better Way to Use Data
Connecting consumers and brands on a deeper level. Email Optimization is simply as smarter solution—experience enhanced insights, provide more meaningful engagements, get total confidence.
Keeping consumers safe and helping brands protect their reputation. Email Fraud Protection goes beyond DMARC, using the most sophisticated source of email fraud profiling data in the world to respond to, and prevent, cyber attacks with greater speed.
The right data for the right decisions. Consumer Insight offers infinite applications and unprecedented insights into the preferences and purchase behaviors of consumers around the world, enabling better understanding and better decisions.
Return Path Email Optimization Suite
With The Right Message
• Inbox Preview • Subject Line Optimizer • Email Client Monitor • Inbox Insight
Reach The Right Inbox
• Certification • Inbox Monitor • Reputation Monitor
At The Right Time
• Send Time Optimization
Return Path’s Email Optimization Suite helps companies develop better relationships, improve response, and increase revenue from their email marketing efforts.
• Mailbox providers want to protect their users
• Mailbox providers aren’t prioritizing getting your emails to your customers’ inbox
• You cannot outsource your email reputation to an ESP
Opt-In Doesn’t Always Get You to the Inbox 22% of Opt-in Email Missing from
Subscribers’ Inboxes
18%
4%
78%
-4% 0% -9% YOY Change
Inbox Spam
Missing/Blocked
Inbox Insight
Improve inbox placement with more
than 2.5 billion mailboxes worldwide.
Use competitive intelligence to
gain attention in the inbox.
An individual is 25% more likely to open an email within the first hour that it lands in their inbox
• Benchmark your program against industry averages and competitive senders to see what’s working and what’s not.
• Understand how your email program performs through the eyes of your subscribers.
• Get valuable insight about where to invest additional resources for improved email ROI.
Executive Scorecard
As a business enabler: § “Push” content § Global reach § Rich format § Cost-effective § Scalable
As an attack vector: § “Push” content § Global reach § Rich format § Cost-effective § Scalable
§ Anonymous § Social Vulnerabilities § Technical vulnerabilities § Network entry point
Email Channel: Advantages and Risks
Anatomy of a phishing email
to: You <[email protected]>
from: Phishing Company <[email protected]>
subject: Unauthorized login attempt
Dear Customer, We have recieved noticed that you have recently attempted to login to your account from an unauthorized device. As a saftey measure, please visit the link below to update your login details now: http://www.phishingemail.com/updatedetails.asp Once you have updated your details your account will be secure from further unauthorized login attempts. Thanks, The Phishing Team
1 attachment
Making an email look legitimate by
spoofing the company name in the “Display Name” field.
Tricking email servers into delivering the
email to the inbox by spoofing the
“envelope from” address hidden in the
technical header of the email.
Including logos, company terms,
and urgent language in the body
of the email.
Making an email appear to come from a brand by using a legitimate company domain, or a domain that looks like it in the
“from” field.
Creating convincing subject lines to drive recipients to open the
message.
Including links to malicious websites
that prompt users to give up
credentials
Including attachments containing malicious
content.
5 out of 6 big companies are targeted with phishing attacks
Phishing costs brands worldwide $4.5 billion
each year
RSA identifies a phishing attack
every minute
Phishing attacks rose 40% in 2014
Cost Impact
• Fraud losses • Malware infection (secondary damages/losses) • Investigation • Remediation
Revenue Impact
• Reduced trust in brand: • ISPs don’t know what to trust • Subscribers don’t know what to trust
• Reduced effectiveness of email • Customers seek alternative products
and services • “Customers are 42% less likely to
interact with a brand after being phished or spoofed.” - Cloudmark
Target’s SEC filing (2014) • “In the fourth quarter of 2013, we
recorded $61 million of pre-tax Data Breach-related expenses…”
• “We know our guests' confidence has been shaken.”
• “We cannot predict the length or extent of any ongoing impact to sales.”
Return Path’s Solution
• Blocks spoofed attacks • Domain-based Message Authentication, Reporting & Conformance
(DMARC)
• Finds other attacks more quickly • Over 100 real-time data feeds • Integrate with mitigation processes
Email Fraud Protection
Legi(mate Email
Malicious Email
marketing@ company.com
marketing@ c0mpany.com
company @phish.com
phish@ company.com DMARC
Rejected
Provider Network
Return Path Data Cloud Email Threat
Intelligence
Email Governance
Company Security Opera(ons Center
Takedown Vendor
Consumer Inbox
Conclusions
• Email fraud is a growing threat: • Negative impact on business and consumers
• Traditional solutions are necessary but not sufficient: • Entirely reactive • Severe residual impact
• Return Path complements existing solutions to minimize email fraud: • Block more threats before they reach their intended victims • Detect more threats more quickly for expedited mitigation
Knowledge Delivered
The Right Data Get the data that matters. Consumer Insight offers a
granular understanding of how, when and what millions of active consumers are purchasing, down
to the category, product, and SKU level.
The Right Decisions Increased visibility enables better decisions. Consumer
Insight provides an unprecedented view into sales,
customer acquisition and overall performance of
thousands of companies.
The Right Results The business applications of the data are limitless, but the
results are the same - improved predictive power, quicker trend identification,
and unparalleled competitive intelligence.
We have unprecedented visibility into the inbox
and 2M Consumers
>1,000 Retailers
eCommerce receipts from over
Data Examples: Message arrived, message read, message deleted, subject line,
creative, purchase receipts, travel notifications
Parsing insights from the inbox Merchant Apple
User ID XXX123
Order Date/Time 2015-04-10 08:33
Order Number XXX999
Order Subtotal $797.00
Order Tax $60.97
Order Shipping $0.00
Order Total $857.97
Product Total $699.00
Product Title Apple Watch 42MM Stainless
Product Subtitle Black Leather Buckle
Key Verticals • Media & Entertainment • Consumer Electronics • Consumer Packaged Goods • Travel & Hospitality
Media and Entertainment
• Song title, albums, artists • Book titles and authors • Premium subscriptions • Streaming services • Upgrades and downgrades • In app purchases • Concert dates and times • Movie tickets
Media and Entertainment - The Super Bowl Effect On Sunday, 1st February, 2015 Katy Perry performed at the Super Bowl halftime show with surprise guest Missy Elliot. According to the Return Path iTunes data:
Katy Perry’s sales were 211% higher than they were the week prior • Roar (her opening song) sold more copies than
any other download • Average number of items per order was higher
than any time since January 2014 meaning more people were inclined to buy multiple singles or albums
This was a huge boost for Missy Elliot who had not performed in recent years • Orders were up 1685%, and dollar sales were
up 1417%, for the first week of February compared to the last week of January
• On average, people bought two singles • Top sellers were: Work It (single),
Get Ur Freak On (single), Lost Control (single)
Consumer Electronics & Durables
• Product title, subtitle, SKU • Extended warranties • Brand visibility across major
eCommerce outlets • Product categorization; IT, telecom,
video games; software, hardware; imaging, audio/video
• Electronically transmitted in store receipts
Consumer Electronics – What did Apple Really Ship on 4/24?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Apple Watch 38mm Stainless Steel Case with Black Classic Buckle
Apple Watch Sport 38mm Silver Aluminum Case with Green Sport Band
Apple Watch Sport 42mm Silver Aluminum Case with Green Sport Band
Apple Watch Sport 38mm Silver Aluminum Case with Blue Sport Band
Apple Watch Sport 42mm Silver Aluminum Case with White Sport Band
Apple Watch Sport 38mm Silver Aluminum Case with White Sport Band
Apple Watch 38mm Stainless Steel Case with White Sport Band
Apple Watch 42mm Stainless Steel Case with White Sport Band
Apple Watch 42mm Stainless Steel Case with Black Classic Buckle
Apple Watch Sport 42mm Silver Aluminum Case with Blue Sport Band
Apple Watch Sport 38mm Silver Aluminium Case with White Sport Band
Apple Watch 38mm Stainless Steel Case with Milanese Loop
Apple Watch 38mm Stainless Steel Case with Black Sport Band
Apple Watch 42mm Stainless Steel Case with Milanese Loop
Apple Watch Sport 42mm Space Gray Aluminum Case with Black Sport Band
% Apple Watch Orders Shipped on 4/24
% of Total Apple Watch Orders % Shipped on Launch Day
Consumer Packaged Goods
• Product title, subtitle, product quantity, SKU
• Brand visibility across major eCommerce outlets
• Product categorization and sub-categorization for personal care, household goods, pet care, health care, cosmetics and online groceries
• Subscription purchases
CPG – Who’s Winning the Online War for Pet Supply Loyalty
% s
witc
hed
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% Wag.com Customer Switching
Amazon Chewy.com 1-800-PetMeds
Petco Drs. Foster & Smith Petfooddirect
PetFLow.com PetSmart PetCareRx
81 % 82 % 80 % 83 % 81 % 81 % 81 % 80 %
48 % 52 % 51 % 54 % 52 % 51 % 52 % 51 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2012 2013 2014
Wag
.com
ave
rage
% o
f pet
spe
nd
All Buyers Non-Loyal Buyers
Travel
• Origin/destination • Duration of stay • Class of service • Points or cash • Number of travelers • Booking date relative to travel • Premium seating • Wi-Fi Purchased • Booking channel - direct or OTA
Travel & Hospitality – Questions for 2015 and beyond • How do consumers differ that book direct vs. OTA? • What brands are driving the highest loyalty? • What airlines are driving the most revenue from ancillary sales? • What’s the growth rate of Uber and Lyft in new cities? • How far out are my best travelers booking? • Do major weather events really impact bookings?
Resources
• Contact your SFMC Strategic Partner Manager
• Email [email protected]
• Visit returnpath.com
Thank You!
Predictive Intelligence – Aug. 25th @ 12 pm EST Tokenized Sending – Sept. 1st @ 12 pm EST
Upcoming Office Hours