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

Please post all questions to the chat window addressed to “all panelist” on your right

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

The inbox is the center of most consumers’ digital lives.

Your inbox knows a lot about you

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.

Eric Stam

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

Brandon Dingae

Email Fraud Background and Trends

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

Quantifying Impact

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.”

Unwanted Media Attention

The problem continues to grow and historical solutions are not effective…

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

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

Greg Gould

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

Your inbox knows a lot about you

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!

Questions?

  Predictive Intelligence – Aug. 25th @ 12 pm EST   Tokenized Sending – Sept. 1st @ 12 pm EST

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