SCOTT BURKE VP, DATA AND ANALYTICS
INSIGHTS & PLATFORMS
Pla$orm and Cloud Investments
Proof Points
Consumer Behaviors, Ac9onable Insights
Agenda
People Globally are More Similar than Different
Informed Entertained Connected
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
Advertising Experiences are Evolving
Progressive Advertisers are Engaging with Audiences
Progressive Advertisers are Engaging with Audiences
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
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
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
Insights Based on Science
Stocking tail inventory increases overall customer sa9sfac9on and patronage.
I N S I G H T # 2
Insights Based on Science
Paying a celebrity $10K to tweet is not as effec9ve as having several “ordinary” people tweet for less money.
I N S I G H T # 3
Insights Based on Science
We can conduct experiments with adver9sers that help determine when an ad has “worn out.”
I N S I G H T # 4
Source: 2010 Edelman Global Trust Barometer Source: Reputa9on Ins9tute, 2010 Corporate Reputa9on Study; Yahoo! not published in Forbes due to minimum annual revenue requirement
Insights Based on Trust
Yahoo! is the #1 most trusted technology brand in the world.
Yahoo! has a Strong/Robust reputa9on and would rank #37 in Forbes’ America’s Most Reputable Companies.
The Classic Insights Formula
Reach + Engagement = Insights
Creates compelling consumer experiences
Enables adver:sers and publishers to reach and engage their audience
Our Insights Formula is Strongly Differentiated
Creates compelling consumer experiences
Enables adver:sers and publishers to reach and engage their audience
Reach + Engagement + Science + Trust = Insights
Pla$orm and Cloud Investments
Agenda
Consumer Behaviors, Ac9onable Insights
Proof Points
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.
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?
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.
Page Layout Optimization
Today One page design for everyone
Maximizing Mone9za9on and User Experience
Page Layout Optimization
Tomorrow Dynamic page design relevant to specific users
Young Adult
Maximizing Mone9za9on and User Experience
Page Layout Optimization
Men 25-‐40
Tomorrow Dynamic page design relevant to specific users
Maximizing Mone9za9on and User Experience
Agenda
Consumer Behaviors, Ac9onable Insights
Proof Points Pla$orm and Cloud Investments
Driving Innovation and Cycle Time
Agility Innova:on Efficiency Revenue Growth and Lower Costs
+ + =
Platforms and Cloud Enable Science at Scale
Global News
40 languages 50 countries
Data, Editors, and Science Deliver Enriched Experiences at Scale
Key Benefits of Our Investments Insights, Data, Pla$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