Yahoo! Data and Analytics Presentation (VP Scott Burke)
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Transcript of Yahoo! Data and Analytics Presentation (VP Scott Burke)
![Page 1: Yahoo! Data and Analytics Presentation (VP Scott Burke)](https://reader033.fdocuments.us/reader033/viewer/2022051411/546b2930b4af9f000e8b4696/html5/thumbnails/1.jpg)
SCOTT BURKE VP, DATA AND ANALYTICS
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INSIGHTS & PLATFORMS
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Pla$orm and Cloud Investments
Proof Points
Consumer Behaviors, Ac9onable Insights
Agenda
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People Globally are More Similar than Different
Informed Entertained Connected
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my alarm clock
check news, email, calendar
check facebook & text messages
find restaurants
browse websites
check work email
work on documents
surf, gossip or entertainment sites
Consumers Engage Differently by Device and Context
day:me evening morning
Mobile Centric
PC Centric
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Advertising Experiences are Evolving
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Progressive Advertisers are Engaging with Audiences
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Progressive Advertisers are Engaging with Audiences
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News
Sports
Finance
Celebrity News
Shopping
My
Insights Based on Reach and Engagement
Source: comScore World Metrix, April 2010. Base: P2+ U.S. data, Note: Homepages is not a tradi9onal category in comScore’s serviceMonthly figures unless otherwise indicated. Note: Rankings are based on panel only data
Local Network
#1
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News
Sports
Finance
Celebrity News
Shopping
My
Insights Based on Reach and Engagement
Source: comScore World Metrix, April 2010. Base: P2+ U.S. data, Note: Homepages is not a tradi9onal category in comScore’s serviceMonthly figures unless otherwise indicated. Note: Rankings are based on panel only data
Local Network
#1 Yahoo! is ranked in Top 3 sites in 23 key categories
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Insights Based on Science
Online ads drive offline store sales. Further, your social network that didn’t see the ad also spends more.
I N S I G H T # 1
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Insights Based on Science
Stocking tail inventory increases overall customer sa9sfac9on and patronage.
I N S I G H T # 2
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Insights Based on Science
Paying a celebrity $10K to tweet is not as effec9ve as having several “ordinary” people tweet for less money.
I N S I G H T # 3
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Insights Based on Science
We can conduct experiments with adver9sers that help determine when an ad has “worn out.”
I N S I G H T # 4
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Source: 2010 Edelman Global Trust Barometer Source: Reputa9on Ins9tute, 2010 Corporate Reputa9on Study; Yahoo! not published in Forbes due to minimum annual revenue requirement
Insights Based on Trust
Yahoo! is the #1 most trusted technology brand in the world.
Yahoo! has a Strong/Robust reputa9on and would rank #37 in Forbes’ America’s Most Reputable Companies.
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The Classic Insights Formula
Reach + Engagement = Insights
Creates compelling consumer experiences
Enables adver:sers and publishers to reach and engage their audience
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Our Insights Formula is Strongly Differentiated
Creates compelling consumer experiences
Enables adver:sers and publishers to reach and engage their audience
Reach + Engagement + Science + Trust = Insights
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Pla$orm and Cloud Investments
Agenda
Consumer Behaviors, Ac9onable Insights
Proof Points
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Front Page
32,000 unique varia9ons of the Today Module in a par:cular five-‐minute sample
1,000,000 unique varia9ons every day
Content Op9miza9on Drives Engagement with 2.6x Click-‐Through
Source: Yahoo! internal data.
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Advertising Analytics Enable Insights and Ac9ons Across Search, Guaranteed and Non-‐Guaranteed
BUSINESS VALUE
BUSINESS VA
LUE
PREDICTION AND OPTIMIZATION
What result should I expect? What should I do next?
ANALYSIS
What caused this to happen? Why did it happen?
PERFORMANCE REPORTING Was the campaign a success?
DELIVERY REPORTING How many, how oYen, where?
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Consumer Insights
Women shop earlier
Ac9vity differs by retail category
Retailer visitors are very ac9ve Yahoo! users – 2x usage
Deep Insights Drive Strategic Conversa9ons with Adver9sers
Source: Yahoo! internal es9mate.
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Page Layout Optimization
Today One page design for everyone
Maximizing Mone9za9on and User Experience
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Page Layout Optimization
Tomorrow Dynamic page design relevant to specific users
Young Adult
Maximizing Mone9za9on and User Experience
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Page Layout Optimization
Men 25-‐40
Tomorrow Dynamic page design relevant to specific users
Maximizing Mone9za9on and User Experience
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Agenda
Consumer Behaviors, Ac9onable Insights
Proof Points Pla$orm and Cloud Investments
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Driving Innovation and Cycle Time
Agility Innova:on Efficiency Revenue Growth and Lower Costs
+ + =
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Platforms and Cloud Enable Science at Scale
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Global News
40 languages 50 countries
Data, Editors, and Science Deliver Enriched Experiences at Scale
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Key Benefits of Our Investments Insights, Data, Pla$orms, Cloud
Enable the next-‐genera9on
of digital marke9ng
Do this efficiently at scale using internal cloud and pla$orms
Improve the user experience
and op9mize for you
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