Case Study: Yahoo achieves greater advertiser value and customer insight with Vision Critical

How Yahoo provides greater value to its advertisers by engaging with customers

Yahoo needed a better understanding of its audience to keep users engaged and prove greater value to advertisers in a crowded media market. To address this challenge, Yahoo turned to Vision Critical and its customer intelligence platform to create an insight community called Yahoo Yodelers.

Vision Critical helped Yahoo build a 15,000-member community for ongoing feedback, enabling secure two-way dialogue, online focus groups, live chats, and mobile video discussions. As a result, Yahoo gained deeper customer insight, improved decision-making, and was able to share more actionable audience intelligence with advertising partners to improve ad spend effectiveness and gain a significant competitive advantage.

Yahoo

David ludica

Director, Strategic Insights and Research