brand protection webinar return path june14
DESCRIPTION
In many organisations, the thorny issue of brand protection gets passed between teams. Who should bear responsibility for protecting the business against phishing attacks on your brand and other brand abuse - marketing or IT security? These slides which are taken from the Return Path webinar from June 14, where we examined the matter of brand protection and anti-phishing from the perspectives of the marketing and IT security teams, the issues that should be considered and the potential impact for both departments of not having adequate measures in place to mitigate the risks. As a marketer, your brand is your most valuable asset. One fraudulent attack upon your customers can have a dramatic, negative impact on brand reputation and equity, bringing long lasting damage to top-line revenues. As a security team member, the financial implications of phishing against your brand are a very real risk. Fraud investigations, remediation and reimbursement of lost revenues can all have a significant impact on the bottom line.TRANSCRIPT
Email Brand Protection –
Whose Problem is it Anyway?
17th June 2014
Your Presenters & Host
Guy is a passionate advocate for the intelligent use of customer data to drive responsive email
programs. With a knowledge base that now spans over 10 years, Guy has become one of the EMEA’s
leading e-marketing experts and thought leaders. Working for Return Path’s Professional Services
team, he provides email Consulting solutions to a broad range of international clients, delivering
measurable uplifts in email delivery, subscriber engagement and revenue generated. Outside of work,
Guy is the chairman of the IAB’s email marketing council, and also leads the Deliverability & Mobile
working group which focuses on data, deliverability & and email marketing best practices.
Guy Hanson Director of Consulting, EMEA
Rob Holmes Head of EMEA Operations, Anti-Phishing Solutions
Robert Holmes is Head of EMEA Operations, Anti-Phishing Solutions at Return Path. Rob has been in
the brand & fraud protection industry for 14 years, helping major corporations understand, quantify
and manage risk across the digital channels. Having previously held global roles running the product
teams at Corporation Service Company and Melbourne IT's Digital Brand Services, Rob is now helping
businesses implement solutions to protect their brands & customers from threats in the email
channel. Rob has a MA (Hons) degree in Philosophy, Politics & Economics from the University of
Oxford.
Richard Gibson Director of Client Services Director, Northern Europe
Richard Gibson is the Director of Client Services for Northern Europe and he and his team are
responsible for ensuring excellent service to all customers. He is a long standing contributor to the
Email Marketing Council of the DMA and is the immediate past chair.
The Importance
of Brand
The Functions of Brand
Ownership
Quality
Lifestyle
The Brand Experience
Promise
Experience Memory
Predicated by
quality and
consistency
Enables companies
to command price
premium and
market share
TRUST
What is Email Brand Protection?
• Securing the Brand Experience in email
• To protect the trust of the brand
• To maintain price and market share
• To prevent losses through fraud, etc.
Key Points:
Marketer’s View
1 – Email Fraud Only Affects Financial Services
2 – They Aren’t Very Good
2 – They Aren’t Very Good (A Caveat!)
3 – Nobody Reads Them
4 – It Doesn’t Affect My Legitimate Emails
5 – Everyone Uses Malware Protection
6 – There Is No Real Commercial Impact
Key Points:
Security’s View
Security Landscape
Security Reality
• Huge number of possible threat vectors
• Limited budget & resource
• Need to quantify, prioritise and manage
• Limited information/data
• “Protecting the brand” may not be on my list of responsibilities
Bringing The
Stakeholders
Together
Email Receivers Are Coming to the Party
Organisational Alignment
• Need to bring Marketing and Security together: • Understand total value of solving the problem
• Subscriber problem may require a technical solution
• Need to achieve Senior Management buy-in and sponsorship: • Get data
• Quantify ROI
• Ensure Brand Protection is a top priority
Enter the Chief Marketing Technologist
• 81% of organisations surveyed had the
equivalent of a chief marketing
technologist.
• Two-thirds of respondents say aligning
technologies with business goals is the
primary responsibility of a chief
marketing technologist.
• Companies in the study that have a
chief marketing technologist seem to
place more value on marketing efforts.
• “Marketing has become more of a
technology-powered discipline,”
Gartner: How the Presence of a Chief Marketing Technologist Impacts Marketing (January, 2014)
Are CMOs and CFOs Aligned?
“Only 12% of CFOs say their CMO is
excellent at connecting marketing
projects to ROI”
Active International: Are CMOs and CFOs Aligned? (June,
2014)
DMA(UK): National Email Benchmarking Report (October,
2013)
Ultimately, What
Can You Do?
Impact Over Time (Current) Im
pact
Time Attack Starts
Attack Mitigated
Attack Detected
@
Impact Over Time (Future) Im
pact
Time Attack Starts
Attack Detected
Attack Mitigated
@
Proactive Blocking: eliminates some of the
most credible threats (using your domains)
Real-time Feeds from ISPs: reduces detection
time to zero.
Data Integration: reduces time to mitigation.
How Can Return Path Help?
Conclusions
• Without trust, brand value erodes
• Email Brand Protection should be the responsibility of both Marketing and Security
• Requires commitment from Senior Management
• Get proactive • Get data to understand problem
• Make your brand a hard target
Questions
Director of Consulting, EMEA
+44 (0)207 034 5438
uk.linkedin.com/in/guyhanson
@GuyHanson
Guy
Hanson
Rob
Holmes
Head of EMEA Operations,
Anti-Phishing Solutions
+44 (0)207 034 5467
uk.linkedin.com/in/robertmholmes
Director of Client Services, NE
+44 (0)207 034 5448
uk.linkedin.com/in/richardjgibson
@RichardGibson
Richard
Gibson
Email Brand Protection –
Whose Problem is it Anyway?
17th June 2014