Ad-tech company Turn this week released Advanced Audience Insights, a new solution to analyze consumer data and create targeted segments. Using data clustering, the product looks to offer
marketers real-time capabilities when defining targeting strategy.
Turn had already been doing this type of cluster analyses for certain individual clients, but “wanted to
make this kind of intelligence understandable and accessible to all brands and agencies we work with,” Max Knight, Turn's VP of marketing science services, told Real-Time Daily via
The new solution is “powered by the Turn data management platform and analytics solution, and is also available as a service-based offering.”
Turn hopes that Advanced Audiences Insights will prove beneficial beyond targeting and segmentation. “Once you understand your customers and the different personas within the
clusters, you can start to make better-informed business and marketing decisions -- from tweaking or creating new products, to building unique messaging or positioning that resonates with each group
across your content, email, social and advertising efforts,” Knight continued.
Early adopters of the product include automakers, CPG and financial firms, though
Knight expects general “data-rich, high-value verticals” like travel and retail to take advantage of it as well.