Q2 Client Update –
Five New Innovations
That Boost
eCommerce Results
Branding Brand Customer Summit
Sept 10th, 2013
Speaker Intro
• Hypergrowth Navigator @
Tenth Dimension Design Labs
• Review 10-20 new innovations
each month to find “cur...
Top Innovations for Q2’13
1. DMARC (email security)
2. Mobile Engagement Engines (mobile)
3. Twitter Cards (social)
4. Ema...
#1 – DMARC Email Security
Email is Booming…
0
10
20
30
1972 1992 2002 2008 2010 2012
Volume of Messages Sent (Trillions)
First Email
iPhone
Hotmail
...
…Pressuring Infrastructure
Layer
Email Targeting
Email Delivery
What ESP’s
Address
What Senders
and ISP’s Do
(ie, was your...
What is DMARC?
• New e-mail security
standard*, now used
by 66% of ISP’s
• Locks down IP’s (kills
spoof/phishing), gives
d...
DMARC Visibility
Global view
across
organizatio
n
Immediate
boost in
deliverability
and CTR
Identify and
isolate
reputatio...
DMARC Results
Bottom line results:
• 20%+ boost in e-mail click-through
rates (CTR)
• Global view across all email vendors...
#2 – Engagement Engines
Why Are These Services So
Addictive?
Just think of the last app/service
that surprised you with how much
time it managed to get…
…did it send you 10+ e-mails/w...
Engagement Engines
• Builds usage profiles
in real-time
(“active”, “dormant”, e
tc.)
• Triggers campaigns
as users change
...
Each day, customer actions (or
lack of) create movement
between cohorts…
Active
Dorman
t
2,104 users hit their 10th day of...
…triggering targeted campaigns
Active
Dorman
t
2,104 users hit their 10th day of non-use.
390 users who were dormant
used ...
Example Engagement Engine -
Kahuna
Live
Triggered
Campaigns
Analysis
Projects How
to Maximize
Engagement
Suggested
Campaig...
Engagement Engine Results
Bottom line results:
• 220%+ increase in mobile active users
• 8-17% increase in sharing/viralit...
#3 – Twitter Cards
Twitter Cards
• New rich media
format for Twitter
• “App card” displays
all info about mobile
app
• “Product card” shows
p...
Twitter Card Results
Bottom line results*:
• 11% boost in mobile downloads
• 14% increase in CTR for products
• Time to im...
#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, meas...
#5 – Geoconquesting
(Mobile Ads)
Geoconquesting
• Geo-targeted mobile
ad triggered when
customer visits
competitor location
• 28% more CTR than
targeting o...
Thank You! See You On The
Trails…
Scott@10dlabs.com
@scott_dunlap
Linkedin.com/in/scottdunla
p
atrailrunnersblog.com
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Five Technologies That Can Boost Your eCommerce/Mktg is Less Than 5 Days

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We scan the world of eCommerce every quarter looking for "curve kickers" - technologies and services that can boost existing eCommerce, mobile, and marketing efforts with very little implementation effort. Most of the time the things we find are pretty obscure - a new security standard, a new mobile layout, a new design - but have a huge impact.

Q2 13 was no different. We found a well-practiced but little known email security standard called DMARC that can boost CTR by 20% on existing campaigns by ensuring delivery is done right. We also found a mobile engagement engine that can ensure your downloads turn into engaged customers, and best of all, it runs itself requiring very little effort from marketers. Twitter Cards has proven to be a big hit for Twitter marketers, and email A/B testing is a quick and easy way to see if new content and features are resonating (much easier than web A/B testing). Lastly we spoke with a number of retailers doing geoconquesting - targeting competitive stores rather than their own with mobile ads, and they have found huge success.

This is the short version....

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  • DMARC, which stands for "Domain-based Message Authentication, Reporting & Conformance", is a technical specification created by a group of organizations that want to help reduce the potential for email-based abuse by solving a couple of long-standing operational, deployment, and reporting issues related to email authentication protocols.DMARC standardizes how email receivers perform email authentication using the well-known SPF and DKIM mechanisms. This means that senders will experience consistent authentication results for their messages at AOL, Gmail, Hotmail, Yahoo! and any other email receiver implementing DMARC. We hope this will encourage senders to more broadly authenticate their outbound email which can make email a more reliable way to communicate.
  • Here’s an example of what you can do with a DMARC-enabled email infrastructure provider. This one is Message Bus.
  • Five Technologies That Can Boost Your eCommerce/Mktg is Less Than 5 Days

    1. 1. Q2 Client Update – Five New Innovations That Boost eCommerce Results Branding Brand Customer Summit Sept 10th, 2013
    2. 2. 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”
    3. 3. 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)
    4. 4. #1 – DMARC Email Security
    5. 5. Email is Booming… 0 10 20 30 1972 1992 2002 2008 2010 2012 Volume of Messages Sent (Trillions) First Email iPhone Hotmail AOL Facebook Gmail iPad SMS Pentium Amazon Web Services Yahoo! Twitter SMTP Defined First PC Em ail (Non Spam ) Text/SMS Tweets Facebook Push 2.8 million/second 88 trillion/year
    6. 6. …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”?)
    7. 7. 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
    8. 8. DMARC Visibility Global view across organizatio n Immediate boost in deliverability and CTR Identify and isolate reputation risk areas Real-time deliverabilit y feedback
    9. 9. 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
    10. 10. #2 – Engagement Engines
    11. 11. Why Are These Services So Addictive?
    12. 12. Just think of the last app/service that 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.
    13. 13. Engagement Engines • Builds usage profiles in real-time (“active”, “dormant”, e tc.) • Triggers campaigns as users change profiles to “shape behavior” • Engine = set it and forget it; runs itself
    14. 14. Each day, customer actions (or lack of) create movement between cohorts… Active Dorman t 2,104 users hit their 10th day of non-use. 390 users who were dormant used the app.
    15. 15. …triggering targeted campaigns Active Dorman t 2,104 users hit their 10th day of non-use. 390 users who were dormant used the app. Send “what your friends are doing” e- mail Send “check out these new features”
    16. 16. Example Engagement Engine - Kahuna Live Triggered Campaigns Analysis Projects How to Maximize Engagement Suggested Campaigns
    17. 17. 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
    18. 18. #3 – Twitter Cards
    19. 19. Twitter Cards • New rich media format for Twitter • “App card” displays all info about mobile app • “Product card” shows price, sizes, etc.
    20. 20. 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
    21. 21. #4 – A/B Test in eMail
    22. 22. 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
    23. 23. #5 – Geoconquesting (Mobile Ads)
    24. 24. 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
    25. 25. Thank You! See You On The Trails… Scott@10dlabs.com @scott_dunlap Linkedin.com/in/scottdunla p atrailrunnersblog.com

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