Q2 Client Update –Five New Innovations
That Boost eCommerce Results
Branding Brand Customer SummitSept 10th, 2013
Speaker Intro
• Hypergrowth Navigator @ Tenth Dimension Design Labs
• Review 10-20 new innovations each month to find “curve kinkers” (10-40% boost, <4 weeks to implement)
• 55 products launched, many #1 mobile apps for start-ups and F500 co’s
• Aka “that trail runner guy”
Top Innovations for Q2’13
1. DMARC (email security)2. Mobile Engagement Engines
(mobile)3. Twitter Cards (social)4. Email A/B Testing (commerce)5. Geoconquesting (mobile offers)
#1 – DMARC Email Security
Email is Booming…
2.8 million/second88 trillion/year
…Pressuring Infrastructure Layer
Email Targeting
Email Delivery
What ESP’s Address
What Senders and ISP’s Do
(ie, was your email “sent” or actually “delivered to user”?)
What is DMARC?
• New e-mail security standard*, now used by 66% of ISP’s
• Locks down IP’s (kills spoof/phishing), gives deliverability feedback
• Domain-level security (ie, works with existing email systems)
*Actually 10 yrs old, but now used by 66% of ISP’s, still pre-ratification of standard
sender
ISP’s
Feedback
DMARC Visibility
Global view across organization
Immediate boost in deliverability and CTR
Identify and isolate reputation risk areas
Real-timedeliverability feedback
DMARC Results
Bottom line results:• 20%+ boost in e-mail click-
through rates (CTR)• Global view across all email vendors• Visibility into phishing/spoofing
attempts (and the ability to kill it)• Can be implemented in <1 week
#2 – Engagement Engines
Why Are These Services So Addictive?
Just think of the last app/servicethat surprised you with how much
time it managed to get…
…did it send you 10+ e-mails/week and you loved it even MORE?
YES.
Engagement Engines
• Builds usage profiles in real-time (“active”, “dormant”, etc.)
• Triggers campaigns as users change profiles to “shape behavior”
• Engine = set it and forget it; runs itself
Each day, customer actions (or lack of) create movement between cohorts…
Active
Dormant
2,104 users hit their 10th day of non-use.
390 users who were dormantused the app.
…triggering targeted campaigns
Active
Dormant
2,104 users hit their 10th day of non-use.
390 users who were dormantused the app.
Send “what your friends are doing” e-
Send “check out these
new features”
Example Engagement Engine - Kahuna
Live Triggered Campaigns
Analysis Projects How to Maximize Engagement
SuggestedCampaigns
Engagement Engine Results
Bottom line results:• 220%+ increase in mobile active
users• 8-17% increase in sharing/virality• 15% boost in purchasing• Time to install – 2 weeks
FYI – Larger preso on this concept on SlideShare
#3 – Twitter Cards
Twitter Cards
• New rich media format for Twitter
• “App card” displays all info about mobile app
• “Product card” shows price, sizes, etc.
Twitter Card Results
Bottom line results*:• 11% boost in mobile downloads• 14% increase in CTR for products• Time to implement – 4 days
* vs non-Card tweet
#4 – A/B Test in eMail
A/B Test in Email
• New site feature or layout? Test in email first!
• Select sample group and control, send e-mail, measure
• Time to A/B test – days, not weeks
#5 – Geoconquesting (Mobile Ads)
Geoconquesting
• Geo-targeted mobile ad triggered when customer visits competitor location
• 28% more CTR than targeting offers to your own stores
• Now driving 32% of all geo-targeted ads
Thank You! See You On The Trails…
[email protected]@scott_dunlapLinkedin.com/in/scottdunlapatrailrunnersblog.com
