David Roth, the Director of Search Marketing at Yahoo, gave a presentation about search marketing across different business units at Yahoo. He discussed how Yahoo uses search marketing techniques like paid search, SEO, and affiliate marketing to acquire customers across many of its properties. He also provided examples of how Yahoo measures the success and opportunity for search marketing efforts using metrics like lifetime customer value.

1. Search Marketing Across Business Units Travel Shopping HotJobs Autos Music Personals Web Hosting YSM Sports David Roth Director, Search Marketing Yahoo!, Inc. PubCon Search Marketing 2008

8. Quantifying Opportunity

10. Opportunity Reports (Example)

11. Show Me The Money (example)

12. Capturing the Opportunity

15. Monthly Forecast Work Flow Yes BU Ops Fin updates Essbase with approved budget BU Mktg prepares quarterly forecast (with SR where applicable) SEM & Mktg Ops Fin review and approve forecast 7 days before Forecast Deadline Mktg Ops Fin obtains BU Finance/Corporate approvals (RAPID) BU shares forecast with SEM 10 days before Forecast Deadline Yes No No BU Mktg/SEM come to agreement Mktg Ops Fin verifies system update SEM communicates new budget to search agency (where applicable) SEM Marketing Submission Template.xls 1.SEM Marketing Submission Template.xls 2. Mktg Ops Fin Forecast Summary

16. Monthly Forecast Template (mockup)

17. Measuring Success

18. Marketing Scorecard (Mockup)

19. SEO Dashboard – Property Level (Mockup)

21. Thank You David Roth Director, Search Marketing www.IndustrialStrengthSEM.com