Matthew Westover from Turn's presentation from Digiday Brand Summit, December 7, 2014.

1. Turn Inc. Confidential
Marketing Software as a
Collaboration Tool
December 7, 2014
1

2. Turn Inc. Confidential
Yesterday: Concentrated Audience Access
2
Print Radio
Advertiser Audiences
Business
Media Formats
Billboard
TV
Model Direct Negotiation

3. Turn Inc. Confidential
Today: Massive Audience Fragmentation
3
Media Formats Devices
1:1
Social
Search
E-Mail
Offline
Print
Radio
TV
Advertiser Digital
Audiences
Banner
Rich Media
Video
Native/In-App
Mobile
Fixed
Auction Markets
Inventory Types: Premium, Direct Deal, Bidded
Business
Model

4. 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?
Turn Inc. Confidential 4
Audience & Data
Management
Advanced
Analytics
Programmatic
Action

5. 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
Turn Inc. Confidential 5
Audience
Suite
DataMine
Analytics
Campaign
Suite
Platform

6. Turn Inc. Confidential 6
Take it in house?

7. Turn Inc. Confidential
Marketers
Designing their
Destination
Technology
Underpinning with
Infrastructure
Agency
Navigating the
Journey
7
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

8. Turn Inc. Confidential
8
Foundational Elements of a Successful Partnership
Complete
transparency
▼
Credibility & Trust
Unified accepted
vision (and priorities)
▼
Speed
Varying
perspectives
▼
Comprehensive
solutions

9. Turn Inc. Confidential 9
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.

10. 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
10
Marketers Maintain Data Ownership while Empowering
Agency Partners

11. Turn Inc. Confidential 11
Case Study of an Industry Leading Partnership

12. Turn Inc. Confidential
View of our consumer
• By owning the data
we learn over time
• Data-first negotiations
• Insights for media
and beyond

13. Turn Inc. Confidential 13
Kraft and their Agency Collaborating on Turn

14. Luxury Brand Retailer – Unifying the Brand and Message
Solution
Turn Inc. Confidential 14
Goal
“Unify the Brand Globally”
Challenge
Regional Specific Business
Climates and Strategic
Marketing Needs
Brand and Agency
Collaboration to take a data
first approach to powering
their marketing strategy

15. Turn Inc. Confidential 15
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.

16. Turn Inc. Confidential 16
Marketing Strategy Driven by Data
Data Marketing
Strategy
Audience Tactics
Media Tactics

17. Turn Inc. Confidential 17
Marketing Strategy via Transparent Collaboration
Marketing Strategy
Driven by Data
Collaboration over
Information
Measurable and
Transparent results
BRAND
AGENCY

18. Turn Inc. Confidential 18
Unified Message Speaking to Unique Audiences
Continue to build brand identity
• Increase awareness amongst target
customers
• Delineate between various customer
groups

19. Turn Inc. Confidential 19
Unified Message Speaking to Unique Audiences
Reach the upcoming “Digital Elite”
• Reach consumers digitally and
encourage a brick and mortar
experience
• Maintain brand identity

20. Turn Inc. Confidential 20
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

21. Turn Inc. Confidential
Partnership Fuels Increased Successes
True Collaboration
Improved
Marketing Strategies
Competitive Advantage with 1st
Party Data
BRAND
AGENCY
21

22. Turn Inc. Confidential
Thank You
22