SCOTT BURKE

VP, DATA AND ANALYTICS

 INSIGHTS
& PLATFORMS
Agenda

Consumer   Pla$orm    
Behaviors,  
Ac9onable   Proof  Points   and  Cloud  
Insights   Investments  
People Globally are More Similar than Different

Informed  
Entertained  
Connected  
Consumers Engage Differently by Device and Context

Mobile  Centric  

my  alarm  clock   check  facebook   &  text  messages  

check  news,  email,  calendar   find  restaurants  

morning   day:me   evening  

PC  Centric  
work  on  documents  
browse  websites  

check  work  email   surf,   gossip  or   entertainment  sites  

Advertising Experiences are Evolving
Progressive Advertisers are Engaging with Audiences
Progressive Advertisers are Engaging with Audiences
Insights Based on Reach and Engagement
News  
Sports  
Finance  
#
1  
Celebrity  News  
Shopping  
My  
Local  Network  

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  
Insights Based on Reach and Engagement
News  
Sports  
Finance  
#
1  
Yahoo!  is  ranked  in  Top  3    
Celebrity  News  
Shopping  

sites  in  23  key  categories  

My  
Local  Network  

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  
Insights Based on Science

INSIGHT #1

Online  ads  drive  offline  store  sales.  

Further,  your  social  network  that  didn’t  
see  the  ad  also  spends  more.  
Insights Based on Science

INSIGHT #2

Stocking  tail  inventory  increases  overall    

customer  sa9sfac9on  and  patronage.  
Insights Based on Science

INSIGHT #3

Paying  a  celebrity  $10K  to  tweet  is  not  

as  effec9ve  as  having  several  “ordinary”  
people  tweet  for  less  money.  
Insights Based on Science

INSIGHT #4

We  can  conduct  experiments  with  

adver9sers  that  help  determine  when  an  
ad  has  “worn  out.”  
Insights Based on Trust

Yahoo!  is  the  #1  most   Yahoo!  has  a  Strong/Robust  

trusted  technology  brand   reputa9on  and  would  rank  #37  
in  the  world.   in  Forbes’  America’s  Most  
Reputable  Companies.  

Source:  2010  Edelman  Global  Trust  Barometer  

Source:  Reputa9on  Ins9tute,  2010  Corporate  Reputa9on  Study;  Yahoo!  not  published  in  Forbes  due  to  minimum  annual  revenue  requirement  
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

Reach  +  Engagement  +  Science  +  Trust  =  Insights  

Creates  compelling  consumer  
experiences  

Enables  adver:sers  and  publishers    

to  reach  and  engage  their  audience  
Agenda

Consumer   Pla$orm    
Behaviors,  
Ac9onable   Proof  Points   and  Cloud  
Insights   Investments  
Front Page
Content  Op9miza9on  Drives  Engagement  with  2.6x  Click-­‐Through  

32,000  unique  varia9ons  of  the  Today  Module  in  a  par:cular  five-­‐minute  sample  
1,000,000  unique  varia9ons  every  day  
Source:    Yahoo!  internal  data.  
Advertising Analytics
Enable  Insights  and  Ac9ons  Across  Search,  Guaranteed  and  Non-­‐Guaranteed  

PREDICTION  AND   What  result  should  I  expect?  

OPTIMIZATION   What  should  I  do  next?  
What  caused  this  to  happen?  
ANALYSIS   Why  did  it  happen?  
BUSINESS  VALUE  

PERFORMANCE  
REPORTING   Was  the  campaign  a  success?  

DELIVERY  
REPORTING   How  many,  how  oYen,  where?  

BUSINESS  VALUE  
Consumer Insights
Deep  Insights  Drive  Strategic  Conversa9ons  with  Adver9sers  

  Women  shop  earlier  

  Ac9vity  differs  by  retail  
category  
  Retailer  visitors  are  very  
ac9ve  Yahoo!  users  –    
2x  usage  

Source:    Yahoo!  internal  es9mate.  

Page Layout Optimization
Maximizing  Mone9za9on  and  User  Experience  

Today  
One  page  design    
for  everyone  
Page Layout Optimization
Maximizing  Mone9za9on  and  User  Experience  

Tomorrow  
Dynamic  page  design  relevant  
to  specific  users  

Young  Adult  
Page Layout Optimization
Maximizing  Mone9za9on  and  User  Experience  

Tomorrow  
Dynamic  page  design  relevant  
to  specific  users  

Men  25-­‐40  
Agenda

Consumer   Pla$orm    
Behaviors,  
Ac9onable   Proof  Points   and  Cloud  
Insights   Investments  
Driving Innovation and Cycle Time

Agility  
+ Innova:on   + Efficiency  
= Revenue  Growth  
and  Lower  Costs  
Platforms and Cloud Enable Science at Scale
Global News
Data,  Editors,  and  Science  Deliver  Enriched  Experiences  at  Scale  

40  languages  
50  countries  
Key Benefits of Our Investments
Insights,  Data,  Pla$orms,  Cloud  

Enable  the     Improve  the     Do  this  efficiently  at  

next-­‐genera9on     user  experience     scale  using  internal  
of  digital  marke9ng   and  op9mize  for  you   cloud  and  pla$orms