Case Study: Yahoo! Grows With Customer-Centric Metrics

June 28th, 2007

Peter Kim

With contributors:

Elana Anderson , Sarah Glass

Summary

Yahoo! has diversified far beyond its origins as a Web directory offering dozens of online products and services — from A to Y. To keep the company focused on customers, the marketing organization championed a shared metrics platform built in collaboration with finance. The net result? Marketing is more accountable for its spending, performance has improved dramatically, and Yahoo!'s definitions of success have shifted from product- to customer-centric outcomes.

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