What Do I Do With All This Data?

Yahoo’s Scott Burke answers your questions

It’s a pretty common question among online advertisers: How do I use all the marketing metrics I’m inundated with? In an article posted yesterday on Ad Age, Scott Burke, our VP of engineering, user data and analytics, tackles that question with some pretty detailed answers, and talks about what’s important now—whether it’s clicks, time spent, the delta between search and display analytics, and much more. Click over to Ad Age for all the details.

—The Team

(Image by Pink Sherbet Photography via Flickr CC 2.0)

Ad News and Views from Around the Web

Yahoo! front page success; Yahoo! (still) hearts creatives; improving your search performance, and more

Time spent on Yahoo! front page up 20 percent since redesign
Eric Schonfeld over at TechCrunch reports from Yahoo! Analyst Day on the success of our new front page. Writes Schonfeld: “Senior vice president Tapan Bhat gave an overview of how the redesigned homepage is performing. In the past three months, pageviews are up 9 percent, and time spent on the homepage is up 20 percent… Some of the big drivers of user engagement come from the ability to customize the homepage by adding applications and feeds from anywhere on the Web into the My Favorites column on the left-hand side. According to Yahoo consumer surveys, 75 percent of users love the applications area and 40 percent are using between 6 to 11 apps. Usage of that feature is up 8 percent over the past three months.” Not bad, if you did say so ourselves.

(more…)