Turn Inc. Confidential
December 7, 2014
Marketing Software as a Collaboration Tool
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Turn Inc. Confidential
Yesterday: Concentrated Audience Access
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Business
ModelDirect Negotiation
Media Formats
AudiencesAdvertiser
Billboard
Print Radio
TV
Turn Inc. Confidential
Today: Massive Audience Fragmentation
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Media Formats Devices
Social
1:1
Search
Offline
Radio
TV
Banner
Digital
Rich Media
Video
Native/In-App
Auction Markets
Inventory Types: Premium, Direct Deal, Bidded
Fixed
Mobile
AudiencesAdvertiser
Business
Model
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Focus on the CMO’s Digital Imperatives
Forrester Research: “Engaging Digital Audiences at Scale to Improve ROI”
How complete is the picture of our audiences?
How well can we scale our audiences to drive a better return?
Where did we succeed? Why?
What insights did we learn about our audience and media strategies, and how can we apply that to the next cycle? Where can we connect with
our audience at the time and place they’re most receptive to our message, to improve media performance?
Audience & Data Management
Advanced Analytics
Programmatic Action
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Turn Integrated Platform: Built to Address Digital Imperatives
Turn Products Operate Stand-Alone or as an Integrated Platform
Audience/Data Management:
Design audiences & build campaigns
• Activate first-party data
• 50,000+ third-party segments
• Syndicate to execution platforms
Advanced Analytics:
Analyze, learn, and plan
• Properly attribute credit
• Model future outcomes
• Update budget allocations Programmatic Action:
Execute with precision
• Real-time machine learning
• Frequency caps
• Message sequencing
AudienceSuite
DataMineAnalytics
Campaign Suite
Platform
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Take it in house?
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Marketers
Designing their Destination
Technology
Underpinning with Infrastructure
Agency
Navigating the Journey
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A Collaborative Partnership Structure
Set their strategic brand vision
and how data contributes to
reaching this goal
Sit as a critical
juncture between
vision & activation
of data.
Compatible with the
entire technology
ecosystem to enable
activation
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Foundational Elements of a Successful Partnership
Complete
transparency
▼
Credibility & Trust
Unified accepted vision (and priorities)
▼
Speed
Varyingperspectives
▼
Comprehensive solutions
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Ultimately…
To rapidly prepare for the future of
marketing, we must have an open-
sourced model with our clients.
Complete collaboration in terms of our
sharing, structure & speed.
Turn Inc. Confidential
• Understand the data
• Harness the right data to impact our consumer experiences
• Activate the data to drive greater precision in our marketing
• Mine the data for learnings to affect future campaigns
• Provide perspective from client’s facing similar challenges
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Marketers Maintain Data Ownership while Empowering Agency Partners
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Case Study of an Industry Leading Partnership
Turn Inc. Confidential
• By owning the data
we learn over time
• Data-first negotiations
• Insights for media
and beyond
View of our consumer
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Kraft and their Agency Collaborating on Turn
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Luxury Brand Retailer – Unifying the Brand and Message
“Unify the Brand Globally”
Goal
Regional Specific Business
Climates and Strategic
Marketing Needs
Challenge
Brand and Agency
Collaboration to take a data
first approach to powering
their marketing strategy
Solution
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Luxury Brand Retailer – Re-Establishing Themselves
United States
Develop Marketing
Strategies to continue
to drive brand
awareness beyond
core offering.
China
Need to re-position
with new marketing
strategies after
having franchised the
brand to a different
entity in this high-
growth market.
Japan
Need to develop
strategies to drive
awareness with a
new higher income
audience segment.
Result of having
licensed the brand to
a different entity.
EMEA
Develop Marketing
Strategies to grow new
awareness and
reinforce already
gained brand capital.
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Marketing Strategy Driven by Data
Data Marketing
Strategy
Audience Tactics
Media Tactics
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Marketing Strategy via Transparent Collaboration
Marketing Strategy Driven by Data
Collaboration over Information
Measurable and Transparent results
BRAND
AGENCY
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Unified Message Speaking to Unique Audiences
Continue to build brand identity
• Increase awareness amongst target
customers
• Delineate between various customer
groups
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Unified Message Speaking to Unique Audiences
Reach the upcoming “Digital Elite”
• Reach consumers digitally and
encourage a brick and mortar
experience
• Maintain brand identity
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Unified Message Speaking to Unique Audiences
Appeal to a new customer
• New market with more disposable
income
• Re-define the brand’s positioning in
market and up-level its image to be
in-line with unified message
Turn Inc. Confidential
Partnership Fuels Increased Successes
True Collaboration
Improved
Marketing Strategies
Competitive Advantage with 1st
Party Data
BRAND
AGENCY
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Turn Inc. Confidential
Thank You
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