Turn Audience Suite. Introducing Audience Suite
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- Philip Wells
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1 Turn Audience Suite Gain a complete picture of your audiences. Digital marketers today understand that an audience-first marketing approach is the best way to outpace the competition. centralization is the first step in developing a real conversation with consumers. pours in from multiple consumer touchpoints from offline sources like catalogs, call centers, point-of-sale, and CRM systems to online sources like data from video, mobile, and social campaigns. You can also tap custom research and third-party data to obtain even more details about your audiences. But if all this data is locked in silos, you can t combine it to develop reliable audience segments. Centralizing the data helps you gain a comprehensive view of your audiences and accurately refine your segments. Intelligent, dynamic tools make it easy to unlock deeper insights about your audiences in real time so that you can engage in meaningful, personalized interactions with consumers. And that drives a strong increase in ROI. Introducing Audience Suite Turn Audience Suite, built on the Turn Cloud Marketing Platform, is optimized for audience-first marketing. It is a comprehensive data management platform (DMP) that makes it easy to locate, target, and understand the audiences you need to reach. Use Audience Suite to: Centralize offline and online data on the secure Turn platform Bring in additional data from best-of-breed vendors Develop rich customer profiles through a single dashboard Forecast audiences with confidence before committing to tactics Take advantage of industry-leading reach Use real-time data to take action in real time Work the way you want through intuitive features Audience Suite Drives Results 200% 50% 226% more targetable user profiles for a top-three programmatic agency ROI for the leading site for buying and selling cars and auto parts brand loyalty increase for a leading CPG company Turn Audience Suite Turn Campaign Suite Turn Platform Turn Mine Analytics Audience Suite is one of three applications offered on the powerful Turn Cloud Marketing Platform. You may use Audience Suite by itself and transfer data to a wide range of third-party marketing platforms in just a few steps. For a comprehensive audience-first solution, use Audience Suite with Turn Campaign Suite, a highperformance demand-side platform (DSP) used to plan and execute campaigns; and Turn Mine Analytics, a robust analytics tool built for marketers that lets you use all your data to gain unique competitive insights. Product Overview Turn Audience Suite 1
2 Audience Suite: Workflow The Audience Suite workflow is entirely flexible, so you can work in the way that s best for your business. Because the Turn platform delivers intelligent, real-time data management, you have the power of insight at every step of the process. First-Party Second-Party Centralize Segment and Target Take Action Measure Results Third-Party Centralize Gain a deeper understanding of your audience profiles and their engagement with your brand. Because Audience Suite centralizes your data and combines it with bestof-breed third-party and custom data, you benefit from an exceptionally accurate, real-time view of your audience. Segment and Target Outpace your competitors by creating precisely targeted segments that are based on the behaviors of an industry-leading number of anonymous user profiles. Audience Suite uses real-time data to dynamically adjust segments and audience contact points. For more reach, expand your audiences with robust lookalike modeling. Take Action Send your data directly from Audience Suite to third-party marketing platforms: Measure Results Use convenient preset reports in Audience Suite for a real-time view of how your campaigns and audiences are performing. For a deeper analysis of your audience segments, use Mine Analytics to write custom queries. TIP: After selecting segments and targets in Audience Suite, use Turn Campaign Suite to execute your campaign in real time. Marketing automation systems CRM systems Website personalization systems Inventory sources (publishers, networks, auction markets) Demand-side platforms Digital and offline planning tools CMS partners Centralize and Organize Integrated View With a single, elegant interface, Audience Suite makes it easy to work with a mix of your own customer data and data from best-of-breed vendors. Quickly create taxonomies that make sense for your business as you bring in new data. Manage all your data sources in one place, build audience segments that make sense for your business, and take action immediately. The integrated Turn console puts you in control of every decision, with real-time views that help you accurately forecast results. Product Overview Turn Audience Suite 2
3 Centralize and Organize Connect The Connect feature in Audience Suite lets you bring in a wide range of data from online, offline, device, and channel sources. Onboarded data is stored in a secure, high-availability data warehouse; you retain ownership of your data and set permissions for access. In addition, Turn receives no personally identifiable information (PII) and assigns anonymous IDs to each data profile. Import a Wide Range of Sources Online Offline Device Channel website, search, and performance data CRM, POS, call center, direct marketing, , TV buys laptop, tablet, PC, mobile video, mobile, social, display Turn AlwaysOn Turn AlwaysOn is an extensive open marketplace of more than 50 preintegrated third-party data providers. Take advantage of these partner relationships to explore more audience data, blend it with your own, and generate rich composite views of your audiences. Just point and click to test third-party data sources and see which ones give you the best composite view of your audiences. Custom API Access to proprietary data from a specific company can provide you with insights you can t get in any other way. This second-party data lets you create highly differentiated segments. For example, a financial services company could contract for data from a luxury hotel chain to more precisely target prospects for a high-networth credit card. Second-party data is also useful for regions where third-party data is sparse. The Audience Suite custom data API helps you find the audience that your competitors can t see. Negotiate the terms and pricing that fit your requirements, then use the API to combine this second-party data with your other data sources. Audience Extender Audience Suite assesses the size of the audience for a given segment in a given campaign. If you see that the audience is too small for the reach you need, Audience Extender lets you mine with a single click a large set of available data for new prospects. This feature uses lookalike modeling to identify prospects who look and behave like your best customers. Product Overview Turn Audience Suite 3
4 Centralize and Organize Flextag Manage your first-party data collection with Flextag, a point-and-click data capture tool that lets you collect event data from audience interactions on your website. With no need for technical knowledge or intensive IT department support, you can sync all your website data events such as browsing, searching, carting, and buying for a better understanding of customer behaviors and more precise targeting. To use Flextag, click to place a data collection tag in the footer of a web page, then click the page elements you want to track. You can easily make changes as the page evolves or as your criteria change. Because the Flextag data you collect feeds into the Turn platform, you can instantly use it with other Audience Suite data to refine your understanding of the target audience. Segment and Target Industry-Leading Reach and Scale Audience Suite offers an extensive dataset that includes an industry-leading number of prospective customers, with a trove of data connected to their anonymous cookie IDs. A majority of these profiles are updated daily based on user activity, so you have the competitive advantage of seeing customer profiles that are accurate and up-to-the-minute. The result? Your marketing funnel can be up to 30 percent larger with Turn than it would be with a standalone DMP. The Best Match Rate Anywhere Audience Suite offers a match rate with Campaign Suite data that is close to 100%, with zero cookie drop-off. If you combine Audience Suite data with data from other media platforms, Turn offers a match rate that is the best in the industry. Audience Forecaster Understanding the actual size of an audience, as well as the cost of reaching that audience, is critical to a successful campaign. Audience Forecaster takes the guesswork out of audience sizing. Audience Forecaster uses advanced algorithms to accurately predict audience response, so you can revise and resize segments until you achieve the best balance of focus and reach. See the total addressable market that matches your segmentation rules, and easily adjust your campaign parameters before you commit ad spend. Dynamic Segmenting After you ve defined your segments, instantly activate them across video, mobile, social, and display channels. Because Audience Suite moves users in and out of segments depending on their behaviors, you can have confidence that the right people are seeing the right thing at the right time. Segments reflect accurate user profiles to enhance cross-sell, up-sell, retention, and lifetime value efforts. Product Overview Turn Audience Suite 4
5 Segment and Target Personalization The personalization features in Audience Suite ensure that your audience will see exactly the creative you need them to see, when you want them to see it. With site-side personalization, Audience Suite feeds data to content management systems that build web pages on the fly for each consumer, including content that appears on your website, on landing pages from keyword searches, and even on your company s social network pages. You can also use Audience Suite data to drive personalized campaigns and push segment data to your media partners. Campaigns push segment data to media partners/dsps Social Media personalized views of company social media pages Web Pages site-side personalization for custom content Custom personalized creative using segment data Paid Search customized landing pages after click through Audience Suite Take Action Audience Syndicator Share your audiences across your marketing channels, , website personalization, and digital media. Oneclick audience distribution makes it easy to test various inventory partners without duplicating efforts. Use Audience Syndicator to send your data to: Campaign Suite To execute your campaign without leaving the Turn console, use Turn Campaign Suite. The software connects you in real time to virtually every online impression across video, mobile, social, and display inventory sources, as well as to direct publisher sites. Cross-channel marketing has never been easier. Inventory sources (publishers, networks, auction markets) Demand-side platforms Media delivery platforms Content targeters Digital and offline planning tools CMS partners Measure Results Preset Reports Audience Suite includes convenient preset reports that you can view at any time from the dashboard. These reports are based on real-time data, so you can be sure that you re always seeing an up-to-the-minute snapshot of your audiences and campaigns. Turn Mine Analytics When you re ready to dive deeper into your data, Turn Mine Analytics offers a full-featured set of tools for everything ranging from point-and-click queries to advanced data modeling. Because it sits on top of the Turn platform, Mine Analytics unlocks the value of all the data that is continuously generated in Audience Suite and Campaign Suite. Product Overview Turn Audience Suite 5
6 Turn Client Services For the best possible marketing performance, our expert client services team can collaborate with your team to provide guidance on marketing strategy and execution before, during, and after every online campaign. These experienced analysts can help with anything from multi-touch attribution and cross-channel reporting to audience prioritization and segment analysis. They can also deliver onsite training, so that your staff is equipped to take full advantage of the powerful capabilities in the Turn platform. The Turn Advantage The Turn Cloud Marketing Platform produces extraordinary results through every step of your marketing process. Unsurpassed size and reach Exceptional performance Unique insights Deep integration Half of the global monetizable Internet flows through the Turn platform, with cookie pools updated continuously. Find your ideal customers through any device or channel by using rich profile data on more than 99 percent of North American consumers. The blazing-fast Turn platform leverages machine learning to drive marketing efficiency, reduce complexity and produce results. Turn is the industry leader in delivering ROI for Global 2000 brands and agency holding companies. By combining comprehensive data with powerful analytics, Turn gives marketers a strong competitive advantage through a deeper understanding of their customers, data, and media strategies. Turn combines data management, programmatic buying, and analytics applications in a single, real-time platform for maximum power and ease of use. One login puts you in control of every aspect of your marketing activity. Global focus Turn manages ad spend in 19 offices across five continents. Contact Us We re eager to talk with you about your business requirements. Contact a Turn sales representative today to learn how we can help solve your digital marketing challenges. You can reach us at sales@turn.com. About Turn Turn delivers real-time insights that transform the way leading advertising agencies and marketers make decisions. Our cloud applications and Internet-scale architecture work together to provide a complete picture of customers, execute cross-channel campaigns, and connect with a worldwide ecosystem of more than 100 partners. Turn is headquartered in Silicon Valley and provides its platform, products, and services worldwide. Turn Inc. Corporate Headquarters: 835 Main St. Redwood City, California (650) Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. AlwaysOn, Connect, Mine, and Flextag are trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice. Turn makes no guarantee about the accuracy or completeness of the content in this presentation or the performance of any campaign or data. Turn expressly disclaims responsibility for any errors, omissions, or inaccuracies herein. April 2014 Product Overview Turn Audience Suite 6
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