Jeremy Gold's presentation at Glossy's Hot Topic: Data Strategy, NYC, April 2017

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Using Data To Build Meaningful
Customer Relationships
Glossy Data Strategy, April 25, 2017
Jeremy Gold, VP and Industry Lead, CPG, Yahoo
ACTIONS SPEAK
LOUDER THAN
ASPIRATIONS
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“The world that people live in now is very
different; the way consumers look for
information is very different. We have to be
willing to find consumers where they are, as
opposed to where we would like them to be.”
– Sally Morrison, Head of Sales & Marketing, Americas, Gemfields

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SearchSearch EmailSearch Email TravelSearch Email Travel Shop
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THE RIGHT SIGNALS MATTER
Demo Data Content
Consumption
Geo-Location
Data

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unique beauty product purchasers
EVOLVING CUSTOMER KNOWLEDGE
REQUIRES CREATIVITY
1.5M
in beauty purchases
$76M
receiving emails from top
beauty retailers8M
receiving emails from magazine
publishers5M
Source: Yahoo Internal Data

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Streaming Service Signups
Cable Subscribers
Cable Cancellations
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APPLYING THE CREATIVE APPROACH
Cord Cutters: 23M Users viewing multi-screen
I N C L U D I N G
(examples)
E X C L U D I N G
(examples: current cable subscriptions)
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The insight is in the A C T I O N S
viewers take to cut the cord
Discovering Cord Cutters
Source: Yahoo Internal Data

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KEY TAKEAWAYS
Real actions tell
you where
customers are in
a given moment
Look for the right data
signals
to better understand
customers
Think creatively about
the data in order to
evolve customer
understanding

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Jeremy Gold
jgold@yahoo-inc.com
THANK YOU
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