cindy deng turn

8
Click to add presenter and title Click to add title 1 Turn Inc. Confidential Cindy Deng | Managing Director, Asia-Pacific, TURN Move Over, Big Data - It's Time For Big Action 1

Upload: dmg-events-asia

Post on 14-Jan-2015

94 views

Category:

Technology


2 download

DESCRIPTION

The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

TRANSCRIPT

Page 1: Cindy deng   turn

Click to add presenter and title

Click to add title

1 Turn Inc. Confidential

Cindy Deng | Managing Director, Asia-Pacific, TURN

Move Over, Big Data - It's Time For Big Action

1

Page 2: Cindy deng   turn

@TurnPlatform Turn Inc. Confidential 2

•In a Digital Media Second...

Source: http://www.intel.com/content/www/us/en/communications/internet-minute-infographic.html

APPs 900

Downloads

6k Tweets

35K Searches

400k Page views

55K Video Views

Activity seen by

1,300,000+ a second

In a Digital Media Second...

Page 3: Cindy deng   turn

@TurnPlatform Turn Inc. Confidential 3

Organizing disparate offline and online data sets to enable action

Global Technology Platform

Massive Data Infrastructure

INTEGRATIONS

10,000,000 Advertiser

metadata updates daily

1,300+

User data files ingested daily across 230 clients

70,000,000

Daily audience real-time API pushes

DATA

1.5 BILLION device and browser

profiles stored

20 TRILLION attributes stored and

available for query

100 BILLION data events processed daily

6 PETABYTES real-time data processed

CLOUD

162.2 TeraFLOPS global compute power

300,000

events replicated globally each second

21 PETABYTES

big data storage

80,000+ CPU cores providing elastic

computing services

SCIENCE

15 learning algorithms

bid prediction, forecasting, budgeting, targeting, and

recommendation

30+ targeting categories

with hundreds of options available for each one.

PMML-based customization

an industry first

Page 4: Cindy deng   turn

@TurnPlatform Turn Inc. Confidential 4

Solutions for Marketer Empowerment

Media Planning and Execution

Consumer Intelligence Media Intelligence

Brand Measurement

Digital Data Centralization

Ensuring optimized ROI with each campaign

Helping to create and measure distinction between you and your competitors

Understanding the impact of campaigns for future improvements

Understanding your audiences through behaviors, intents, and actions

Organizing disparate offline and online data sets to enable action

Platform

Five areas of focus

Page 5: Cindy deng   turn

@TurnPlatform Turn Inc. Confidential 5

SUV Four-Door Sedan

People who buy four-door sedans are 60% more likely

to own an iPad.*

Automotive company

* Than those who buy SUVs

Consumer Intelligence & Media Execution

Page 6: Cindy deng   turn

@TurnPlatform Turn Inc. Confidential 6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Asian Don't speakEnglish

Readhoroscopes

Work insoftware

Live in LasVegas

Widow Physician /Dentist

Farmer Over $10M Live inNebraska

Advice-Oriented

Self-Directed

Self-Directed Predictors Advice-Oriented Predictors

Consumer Intelligence: Personal Definition

Solution: Find predictive characteristics for each personal defined by offline segmentation models

Goal: Tailor website content to resonate with offline persona categories

Page 7: Cindy deng   turn

@TurnPlatform Turn Inc. Confidential 7

Consumer Intelligence – Personal Definition

Media Intelligence: X-Campaign Exposure

Solution: Find optimal campaign frequency and duration settings

Goal: Lower cost per sale across RTB and Non-RTB buys

RTB Media Delivery (Turn-served ad)

Real-Time Monitoring (Turn tracking pixels)

<1 1-7 8-30 30+

Time Span (Days)

Exposure Duration $1.40

$1.20

$0.80

$0.40

$0.00

1 2-10 11-50 51+

Impressions

Impression Frequency $1.60

$1.20

$0.80

$0.40

$0.00

Cost Per Sale

Page 8: Cindy deng   turn

Click to add presenter and title

Click to add title

8 Turn Inc. Confidential

@TurnPlatform

Thank You [email protected]

8