Speaker Snapshot: David Iudica, Senior Director of Strategic Insights And Research, Yahoo

How is Yahoo looking to data to succeed?


David Iudica has been the Senior Director of Strategic Insights And Research since 2010. We sat down with him ahead of his presentation at the Mobile Innovation Summit, #Mobile16, taking place in NYC this March 10 and 11. 

How much do you think data has grown in importance since you started in your role at Yahoo?

Data has always been of paramount importance at Yahoo. With one billion unique users worldwide each month, Yahoo captures trillions of user signals from search, mail, digital content consumption, Smart TV, mobile app usage, registrations, offline purchases and more. This extensive data set creates the most comprehensive user profiles and the clearest signals of interest and intent. With Audience Ads, Yahoo can help brands make meaningful connections with the right users at the right time, across ad formats and devices.

How important do you think it is to create a data-driven culture within an organization? What challenges have you experienced in using data in your work environment?

Data is at the center of everything here at Yahoo, and as such has been a draw for researchers like myself who are looking to tell consumer stories. Challenges are more in the volume of data, and becoming able to hone in on understanding what data to use and when.

Mobile apps have a very short shelf life, what do you believe to be the best way of ensuring that they endure?

We just recently released a study called The App Lifecycle, which informs us that on average consumers replace their applications 18 times a year. With this intense cycle, app developers must employ several tools to aid in curbing this trend:

1. Fixed Iteration Cycle: With app ‘clear outs’ performed at least once or twice monthly, apps need to constantly innovate to remain relevant, particularly with ‘boredom’ triggering much of the deletion.

2. Advertising: Utilize advertising to reinvigorate app usage, as half of users would re-start using an app due to an ad. The most effective ad formats include app download and online video ads as most effective.

3. App Store Experience: Optimize your app presence to deliver on relevancy for the consumer, who is open to discovery via searching in app stores. Encourage reviews and ratings, and set the right pricing.

What do you see as being the major challenges in the app market this year? How much of an impact do you think wearables will have?

More so than wearables, with the rapid adoption of larger phablet devices, the clearer resolution and larger canvas these devices provide allow apps to shine. App makers have opportunities for app design enhancements that will improve the user experience and encourage app stickiness.

Ultimately, wearables should present an impact in the marketplace, but it is too soon to determine what that impact will be.

What will you be discussing in your presentation?

In this presentation, I will be discussing our newest study: Media Day In The Life. This study is a deep dive into how consumers use their mobile devices throughout the day, to gain an understanding of how audiences naturally consume & interact with media platforms in their normal everyday lives. In order to understand how they organically consume, we enlisted behavioral data from Flurry Analytics and biometric learnings from Nielsen Consumer Neuroscience in this first-of-it-kind study.

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