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

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1Turn Inc. Confidential
Cindy Deng | Managing Director, Asia-Pacific, TURN
Move Over, Big Data - It's
Time For Big Action
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2. @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...

3. @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

4. @TurnPlatform Turn Inc. Confidential 4
Solutions for Marketer Empowerment
MediaPlanningandExecution
Consumer IntelligenceMedia 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

5. @TurnPlatform Turn Inc. Confidential 5
SUVFour-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

6. @TurnPlatform Turn Inc. Confidential 6
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asian Don't speak
English
Read
horoscopes
Work in
software
Live in Las
Vegas
Widow Physician /
Dentist
Farmer Over $10M Live in
Nebraska
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

7. @TurnPlatform Turn Inc. Confidential 7
Consumer Intelligence – Personal DefinitionMedia 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

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8Turn Inc. Confidential
@TurnPlatform
Thank You
cindy.deng@turn.com
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