Tool enables advertisers to optimize media spend based on weighted beacons and transactional data Redwood City, Calif., July 14, 2010 -- Turn Inc., the industry’s only end-to-end platform for managing data-driven digital advertising, today announced the release of the ROI Optimizer. The tool optimizes media spend against weighted consumer events online as well as values like shopping cart transactional data. For the first time advertisers can now effectively measure and optimize multi-event conversion strategies within a single campaign.
“A consumer’s path online can be circuitous and uniquely their own,” said Eric Anderson, VP of Operations, Trading Desk at Omnicom Group. “Because of this, it’s been difficult to effectively optimize for ROI when a conversion can involve several events and various values.”
For example, without the ability to optimize against transactional data, a customer who makes a purchase of $10 would be equally valued as a customer who converted for $1,000. In both instances a shopping cart beacon would record a single conversion with no distinction to dollar amount. Similarly, for automotive brands a conversion for downloading a car brochure could be a less valuable event than scheduling a test drive at a local dealer. The ROI Optimizer solves these challenges by allowing advertisers to select multiple tracking beacons and assign individual values and metrics to each.
“With Turn’s ROI Optimizer, now I can easily select multiple beacons, assign different click through and view through values to each, and then the Turn Platform will optimize the campaign’s media spend based on my custom settings,” said Anderson.
“The ROI Optimizer is the latest example of Turn’s approach to innovation,” said Bill Demas, CEO at Turn, Inc. “We are committed to working alongside our platform clients to create solutions that effectively leverage the power of data and streamline the process of planning, managing, optimizing and measuring data-driven digital advertising.”
For more information about Turn, visit http://www.turn.com/.
About Turn Inc.
Turn was founded to bring the efficiencies of search advertising to online display, and empower the world's premier advertising agencies and brands to reach custom audiences at scale. We are a software and services company with the industry's only end-to-end platform for delivering the most effective data-driven digital advertising with unmatched performance. Our self-service interface, optimization algorithms, real-time analytics, interoperability, and scalable infrastructure represent the future of media and data management. The company is based in Silicon Valley with locations in New York City, Chicago, San Francisco, Los Angeles and Charlotte. For more information, visit www.turn.com.