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If anyone thought that the deal between Yahoo and Microsoft was done and dusted they’d better think again. Stories have continued to emerge since the agreement was finally brokered last week over how this working partnership will function, and just what Yahoo are getting out of this whole deal.
Well, according to some sources this morning they’ll be getting $150million in three bitesize chunks over three years. For their part, Microsoft will be recruiting 400 Yahoo personnel into its ranks; all of which is supposed to help make the transitional process far smoother.
Small-print within the deal has also been highlight, showing that Yahoo can walk away from the merger if Microsoft fails to meet search revenue targets. This of course adds some much needed stability to the overall agreement; particularly on the part of Yahoo, who have been heavily criticised for the apparent turning of their back to search and for not recouping anywhere near as much as they were originally offered last year.
Although it should be noted still that this partnership is not yet a working one. There are still months of legal wrangling ahead as they try to get it past the antitrust regulators; in fat most sources suggest that early 2010 is when we can realistically expect to see YaBing granted permission to complete the deal.
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.