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As part of an ongoing attempt to streamline Yahoo, reports suggest they are on the verge of selling Delicious believed to be around $1 Million.
The bookmarking service, Delicious, was purchased by Yahoo in 2005 for a reported $30 million. Six years later, they are believed to be offloading this property for as little as $1million (£600,000 approximately) as they look to sell the unprofitable assets of the company.
As part of the review of Yahoo, chief executive Carol Bartz has taken the decision for the internet company to focus primarily on content creation [See: Yahoo Increasingly Looking to Content to Fill Search Void]. They believe this is a far more profitable way to sell advertising, as opposed to Delicious which isn’t possible to monetise.
It is believed that StumbleUpon, who offer a similar bookmarking service, are willing to stump up with the $1 Million to take Delicious off Yahoo’s hands. The bookmarking service’s time under Yahoo’s watch hasn’t exactly been joyous. Three years after purchase, Delicious’ founder Joshua Schachter left complaining he was being “sidelined by the decisions of my management”, just one example of one of the many perceived failings aimed at Yahoo. Part of these failings include the many botched investments choices in which The Wall sum up perfectly with this infographic.
Yahoo’s track record when it comes to investment choices hasn’t exactly been astounding, with a so called ‘sunset’ list being created to streamline the company and focus on content. A leaked screenshot revealed that Yahoo are considering setting the sun on services [including Delicious] such as AltaVista, Yahoo Buzz, Yahoo Picks, Yahoo Bookmarks and MyBlogLog.
In addition to their poor investment choices, their subsequent luck hasn’t been great either. Take the news story of Yahoo selling their shares in Yahoo Japan for example [See: Yahoo Set to Say Sayonara to Japanese Unit]. A sale was rumoured as Yahoo looked to refocus their attentions to the emerging Chinese markets. However the tragic recent events in Japan have seriously hampered any sale, as Yahoo Japan’s stock started to decline.
Yahoo has lost so much ground to other search engines, notably Google and the emerging Bing, and they are really facing some sort of an identity crisis in the long run. The fire sale looks set to continue, but investments may also be on the horizon (as was indicated by their recent bid for Groupon). Whether the game is finally up for the ailing dotcom era search engine remains to be seen, but whatever does happen, they’re certainly not going down quietly.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.