Friday, November 18, 2011
Leading Yahoo’s Search for Metrics that Matter
Flush with Data, Web Giant’s Insights Team Seeks Answers
By Marc Dresner, IIR
Yahoo VP Research and Strategic Insights Lauren Weinberg has a very happy problem: Her clients are data junkies and she’s got more than enough supply to meet demand. The challenge Weinberg and her colleagues face is how to make sense of it all.
Yahoo has an astonishing amount of data and information to be brought to bear for both its own advantage and that of its clients, and Weinberg manages a research function whose activities run the gamut from 30K-ft macro views to discrete, custom campaign analytics.
“The biggest thing we see is that everyone just wants more data,” Weinberg told The Research Insighter. “There are so many metrics available, so we do a lot of our own research just to try to figure out what the different metrics mean.”
In this episode of TMRE’s executive interview podcast series, The Research Insighter, Lauren Weinberg takes us inside Yahoo’s marketing and sales from a research perspective, shares her concerns about data overload and tackles the question of how to deliver insights in a flux media landscape.
Listen to the interview.
Read the transcript.
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead with a background in trade journalism and marketing. He is the former executive editor of Research Business Report, a confidential newsletter for the market research and consumer insights industry. He may be reached at email@example.com. Follow him @mdrezz.