As part of its ongoing internal shift,
Yahoo recently announced the launch of a marketing dashboard aimed at helping small businesses assess their marketing campaigns. The analytics suite will provide information on traffic, conversion attribution and other metrics companies rely on to make strong decisions on their web presence. Yahoo currently serves countless businesses of all sizes with different offerings, including email and other packages. Offering an analytics suite can help Yahoo become a more well-rounded partner for these companies, which could position Yahoo for a resurgence of sorts. While Google and Bing have seen increased success with search due to the rise of
SEO as a marketing tool, Yahoo's
market share in search has fallen substantially, Brafton recently reported. Diversifying its offerings to include website and content analytics may open existing Yahoo customers up to its other services. Essentially, Yahoo is banking on some of these companies making it their all-encompassing provider of technical services, such as site hosting, analytics and others. The analytics roll out is a number of adjustments the company has undertaken since
Scott Thompson took over as CEO earlier this year. Brafton reported that Thompson's background with PayPal led many to speculate that Yahoo may move into ecommerce at some point. The analytics suite could help Yahoo become more appealing for ecommerce companies hoping for a stronger understanding of its site's activity.
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