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