According to a new partnership between Epsilon, an Alliance Data company, and Turner Broadcasting, the goal is to provide customers with a more relevant and enhanced customer experience.
The two companies signed a new multi-year agreement to support the Turner Data Cloud, the first enterprise-wide initiative that will aggregate and analyze first- and third-party data to provide consumers with relevant and personalized content across the Turner portfolio, spanning news, entertainment, and sports brands.
Eric Stein, Executive Vice President of Online Solutions at Epsilon, told Loyalty360 that his company’s partnership with Turner Broadcasting “ensures that all relevant data is used to deliver the most appropriate messages to consumers across all touch points. This is done in a continuous feedback loop so we are also learning from consumers as they take actions that further enhance our understanding of their preferences.”
Personalized content is taking an increasingly important role for marketers, Stein explained.
“Content can be considered to include advertising as well as content onsite and in emails,” Stein said. “Providing a consistent and relevant message is at the heart of personalization and requires being able to do so at meaningful levels of granularity, while maintaining enough scale to make the marketer’s objectives worthwhile.”
Under the terms of the new agreement, Epsilon will provide analytics and data services to support the Turner Data Cloud infrastructure, including bringing together all first- and third-party data sources and integrating predictive analytics, which anticipate consumer behavior. With this 360-degree view, which incorporates an understanding of past, present and future consumer behavior, the Turner Data Cloud will effectively support Turner’s campaign initiatives in direct-to-consumer content, programming, marketing and advertising sales. These data management capabilities will help connect disparate data sources and are a critical part of enabling Turner to deliver more relevant consumer experiences and offer advertisers more effective methods to reach target audiences.
The Turner Data Cloud is a data-management platform (DMP) that collects and leverages information about consumer interactions and preferences to enable more targeted digital and linear advertising campaigns that offer a highly personalized experience for consumers. Turner Data Cloud will allow advertisers the ability to harness their first-party data coupled with third-party data to effectively engage consumers and connect with the right audience across Turner Broadcasting’s portfolio, which reaches about 75% of all Americans.
“Epsilon and Turner Broadcasting’s goals are to continue building a platform that can leverage more and more data to drive relevant communications and analytics across a broader set of enabled channels,” Stein added. “In the short term that includes site personalization and data-driven advertising. Longer term, these efforts will extend to other Turner media properties like TV.”