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Delivering the Customer to the Advertiser - Sue Decker (Yahoo!)
Date: 5/7/2008
Length: 3 minutes
Speaker(s): Sue Decker
Sources: Stanford Technology Ventures Program
Description: The advertiser doesn't care what media property they're buying online; they simply want to reach their demographic. Yahoo! President Sue Decker explains how the company did not make the most of its competitive advantage to bring
the customer to the right ads and how they were late to measure their advertising's effectiveness. Decker further explains how the company is changing its capabilities today, and improving its speed of delivering advertising
optimization.

Other Videos in Series

An Unscalable Ecosystem - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: When Yahoo! was a small company sorting through websites, says President Sue Decker, it was easy to stay close to the customer through the three legs of their business; advertisers, users, and content publishers. But as they began
their upward scale to 500 million users, the systems they had in place could not hold. Their size and focus, Decker reflects, blinded them to the needs of their customer for many years. Watch More
Delivering the Customer to the Advertiser - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: The advertiser doesn't care what media property they're buying online; they simply want to reach their demographic. Yahoo! President Sue Decker explains how the company did not make the most of its competitive advantage to bring
the customer to the right ads and how they were late to measure their advertising's effectiveness. Decker further explains how the company is changing its capabilities today, and improving its speed of delivering advertising
optimization. Watch More
Monetizing Search Capabilities - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: Yahoo! President Sue Decker explains the search engine's testing of Google tools to help close the gap between user search and moneymaking ad clicks. She explains that the partnership was part of the due diligence necessary to
benchmark Yahoo!'s own capability to turn search engine users into those who buy from well-targeted on-site ads. Watch More
On the Verge of an Acquisition? - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: Microsoft came knocking, but they and Yahoo! could not agree on a price, says Sue Decker, president of the search engine and online community. Decker attributes the incomplete partnership to a difference of vision in the potential
value of the company, and says that in its wake, Yahoo! is weighing a number of options for the future. Watch More
Open and Social - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: If you love something, set it free and it will come back to you, says the old adage. But as Sue Decker, President of Yahoo! explains, this sentiment also applies to advertising-driven online real estate. The front page of the
popular search engine has always been a popular destination - and a great source of revenue for the company. But Decker explains why Yahoo! has chosen to eschew solid revenue in exchange for allowing that space to be controlled by the interest
of its users - and the message that gesture sends to the Yahoo! community. Watch More
The Guiding Light of Customer-centricity - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: It's difficult to do and it's difficult to change, but a focus on putting customers first is the most powerful thing an enterprise can do, says Sue Decker, President of Yahoo!. Decker admits that some of the company's strategic
hurdles have come from thinking of their products and their technology as the forefront of the business, rather than a total consideration of the end-user experience. Watch More
The Three Phases of Yahoo! - Sue Decker (Yahoo!)
Sue Decker
5/7/2008
Summary: In the early days of the company, the market was on fire, and global outreach was key. At the turn of the millennium, the company gained strength and began to monetize their web presence. And since 2006, the company has been
striving to reorganize and funnel its content around an integrated audience. President of the company Sue Decker unveils Yahoo!'s latest evolution of strategy, organization, and process, and explains how the company's size and scale is both an
asset and a detriment to its success. Watch More

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