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A Tale of Two Brands: Yahoo’s Mistakes vs. Google’s Mastery

February 23, 2016 • 9 min read.

While many theories have been offered to explain Yahoo's downfall in light of Google's ascent, the difference in the companies' brand approaches may be the most illuminating.

The latest upswing for Alphabet, parent company of Google, comes as fellow tech giant Yahoo is mired in increasing challenges to stay afloat. In this opinion piece, author and branding expert Denise Lee Yohn discusses the stark differences in, and impact of, each company’s approach to branding. Yohn is author of the book, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest . She is also the former vice president/general manager of brand and strategy for Sony Electronics’ brand office and former marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs.

Less than two weeks after Google’s parent company, Alphabet, became the world’s most valuable public company, Yahoo put its core business up for sale . The contrast between the two companies couldn’t be sharper.

While many theories have been offered to explain Yahoo’s downfall in light of Google’s ascent, I would like to suggest that the difference in the companies’ brand approaches may be the most illuminating. While Google has mastered brand strategy and management, Yahoo has lacked a definitive brand purpose and future-oriented brand vision — and these deficits have led to key brand missteps including introducing an impotent visual identity.

Yahoo’s Confusion vs. Google’s Clarity

Google’s brand mission is well-known and well-established: to organize the world’s information and make it universally accessible and useful. Founders Larry Page and Sergey Brin crafted the mission in the company’s early years and, ever since, the organization has stayed committed to it. The statement is displayed front and center on Google’s “About” page and regularly appears in company communication. It has been used by many as a robust descriptor for the company and by employees as the driving force behind practically everything they do.

Yahoo’s brand mission isn’t so clear — actually it isn’t to be found. An official mission statement doesn’t exist on its site, and the statements I did uncover elsewhere were varied and often conflicting. The company lacks both a definitive, compelling description of what it does and why it does it.

According to one researcher who tracked Yahoo’s boilerplate for press releases, the company’s self-description changed 24 times in 24 years.

When Marissa Mayer took the reins at Yahoo, she was hailed as a visionary leader who would rescue the floundering company. But she failed her most important task: explaining — to investors, customers, employees and the world, really — why Yahoo should continue to exist.

To be fair, the company was started with a somewhat problematic mission. Two electrical engineering students at Stanford, David Filo and Jerry Yang, created it as a guide to keep track of their personal interests on the Internet. But over time the world outgrew the need for a single place to find useful websites, and one after another, Yahoo’s leaders failed to articulate an alternate enduring reason for the company’s being.

Mayer eventually tried. Late last fall, she commissioned a book to be distributed to Yahoo employees. It contains stories, images, quotes and messages about Yahoo’s past and its future, along with a new statement of the company’s mission, “To be an indispensable guide to digital information, yours and the world’s.” But it’s not a pithy point and it’s probably too late — and given the company’s track record, I wouldn’t be surprised to see it change again.

“While Google has mastered brand strategy and management, Yahoo has lacked a definitive brand purpose and future-oriented brand vision.”

Of course, mission statements, in and of themselves, are not really all that important. But organizations do need a clear and compelling sense of purpose. Leaders of great brands use brand purpose as a compass and engine for their organizations — driving, aligning and guiding everything they do. Without the long-term commitment to a definitive purpose, Yahoo has been rudderless.

Reacting at Yahoo vs. Anticipating at Google

Yahoo has also been vision-less. While many credit Mayer with leading the company’s transition to mobile, the shift was born out of necessity to catch up with the world, not out of opportunity to change it. In fact, Yahoo has been operating in reactive mode for the last decade. Even the new homepage design it recently introduced is merely an incremental evolution of its past designs and its latest attempt to mimic the popular features of other sites.

Yahoo doesn’t have a brand vision that would propel it forward, leapfrogging over existing realities and pushing the limits of what is possible. Mayer once described her vision for the company’s future saying, “As digital content becomes richer, as search and mail become richer, we need to change what the format of that guide is, as we move to mobile, wearables, TVs, cars, and all the other formats in the future. So, we’re focused on search, communications and digital content, all of which we think are incredibly important parts of that role as a guide, and those are the products that we’re investing in and building on.” Her statement merely reflects the company’s reactive stance to changes that it must address — not new growth opportunities it is creating for itself.

Compare this to the way Larry Page described his vision for the future when he introduced Alphabet as the holding company for Google and other entities: “We’ve long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant.” Alphabet, he went on to explain, is intended to give more support to businesses “far afield” from Google’s main Internet products, including glucose-sensing contact lenses, drone delivery and driverless cars.

“Mission statements, in and of themselves, are not really all that important. But organizations do need a clear and compelling sense of purpose.”

The introduction of Alphabet itself embodies the company’s future orientation and brand vision. Separating the Google brand from the organization’s more far-reaching efforts allows Google to remain aligned and focused on its brand mission and “un-hinders” from efforts that should have their own missions, such as Jigsaw, the new brand for the organization’s innovation lab. Having ditched the former name, Google Ideas, Jigsaw can freely pursue its mission — “to use technology to tackle the toughest geopolitical challenges, from countering violent extremism to thwarting online censorship to mitigating the threats associated with digital attacks” — without diluting or derailing the Google brand.

This kind of brand separation would have been useful for Yahoo to have established before the dire situation it now finds itself in. A separate brand might have protected Yahoo from the doubts involved with its decision to spin off its stake in ecommerce giant Alibaba, as well as the embarrassment when it reversed itself and shelved the plan. And now, the move to put the core business up for sale calls into question the future of the Yahoo brand as a whole and therefore the viability and vitality of any of the units that would remain after such a sale.

Again, it’s too late. Yahoo finds itself behind the brand eight-ball because it hasn’t created a future-oriented brand vision.

Yahoo Style vs. Google Substance

Without a powerful brand purpose to ground the company and a visionary brand ambition to advance it forward, it’s no surprise that Yahoo missed a critical opportunity when it changed its logo back in 2013.

Not only was the new logo design a mere update of the old version, but it also failed to communicate anything of substance. In her announcement of the new logo, Mayer said, “We knew we wanted a logo that reflected Yahoo — whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.” She went on to describe the design details of the new logo, explaining, for example why it didn’t incorporate straight lines, but she said nothing about how the change achieved any strategic objective or reflected any substantive change in the brand experience. Kathy Savitt, the company’s chief marketing officer at the time, explained that the new logo was intended to reflect the company’s “reimagined design and new experiences.” But I couldn’t figure out what she was referring to since no new experiences were incorporated into the logo or vice versa.

“When a company knows what it stands for and where it is going, it can focus its people and resources and have clarity in a range of decisions.”

While Yahoo’s identity refresh was simply about design and brand personality, Google’s new logo sent a clear message about the brand’s updated functionality. When Google introduced a sleeker, brighter, animated logo last year, it explained, “Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices. Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens.” Moreover, Yahoo’s change seems self-serving whereas Google’s customer-orientation is clear.

The contrast between Yahoo and Google’s new visual identities illuminates the impact of brand purpose and vision. With them, visual identity changes are imbued with meaning and value; without them, they’re merely cosmetic exercises.

When a company knows what it stands for and where it is going, it can focus its people and resources and have clarity in a range of decisions. Not all of Yahoo’s problems originate from its brand failings, but if Google provides a fair comparison, it’s clear that more attention to Yahoo’s brand purpose and vision could have helped.

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Yahoo! The story of strategic mistakes

Jerry Yang and David Filo founded Yahoo in January 1994 . Both of them were Stanford graduates. At first, they developed a website named “Jerry and David’s Guide to the World Wide Web”. It was simply a directory of other websites, organized in a hierarchy as a searchable index of pages.

By April 1994, Jerry and David’s Guide to the World Wide Web was renamed “Yahoo! “. The word “YAHOO” is an acronym for “ Yet Another Hierarchically Organized Oracle “.

Yahoo witnessed an enormous and rapid growth throughout the ’90s and diversified its business. It was poised to become a giant and a high profile company.

Yahoo provided a search engine and a directory for other websites in a time when people could only log into a website if they knew the website address. Else there was no way to search a website.

The company started making money from the advertising banners which was the first of its kind and started to grow rapidly. Yahoo went public in April 1996 and its stock price rose by 600 percent within two years and by 1998, Yahoo was the most popular starting point for web users receiving 95 million page views per day.

Yahoo came up with a series of funny advertisements to popularize its search engine. Check this one out!!

Yahoo’s stock became investor’s darling during the dot.com bubble and once closed at an all-time high of $118.75 in 2000. Just after the dot.com bubble crash the stuck plunged to all time lowest (literrally) at $8.11.

Despite the tremendous performance of Yahoo at its early stages, the company started bleeding in the late 2000s due to multiple factors. Here are the top 6 reasons which resulted in Yahoo’s downfall:

Wrong decisions: Yahoo refused to buy Google for 1 million dollars:

Back in 1998, two individuals, Larry Page and Sergei Brin (Google founders), offered to sell their little startup algorithm to Yahoo for $1 million. The algorithm was supposed to help the Yahoo search engine perform faster and enhance the experience of web search.

Yahoo turned down the offer mainly because it wanted its users to spend more time on Yahoo’s own platform and the other Yahoo content so that it can make more money from the advertising banners on the website.

Again, in 2002 Yahoo rejected an offer to buy Google for $5 billion when the CEO Terry Semel refused the deal after months of negotiation. Yahoo offered to buy Google at $3 billion but Google was keen on getting $5 billion. So the deal could never happened. (Thank God!!)

Failing to buy Facebook :

As if saying no to Google was not enough for Yahoo . According to the book called The Facebook Effect by David Kirkpatrick, Yahoo initially offered $1 billion to Facebook but later lowered it to $850 million. David writes that Facebook made its mind in 10 minutes to decline the offer. Although, some stories say that if the offer was submitted at $1.1 billion instead of $1 billion, the board of directors would’ve put pressure on Mark Zuckerberg to sell.

Unsuccessful acquisitions :

Even the successful acquisitions could not bring value to the organization. Yahoo acquired two companies in 1999 that are now ranked by Forbes as some of the worst internet acquisitions of all-time.

The first was a $4.58 billion deal for Geocities, a site that enabled users to build their own personal websites. While Geocities was a pioneer in this regard, it eventually was shut down in 2009 after failing to deliver any value to Yahoo shareholders.

The second was the famous $5.7 billion deal for Broadcast.com, an online television site that was founded by Mark Cuban. Perhaps the idea was way ahead of its time and internet connections were too slow in 1999 to run this type of video content off the web..

Yahoo also bought Tumblr for $1.1 billion in 2013. Many Tumblr users were unhappy with this acquisition and started an online petition which got 170,000 signatures. Yahoo had to write down more than half of Tumblr by 2016 and ultimately sold it to Verizon.

Hiring wrong CEOs :

As experts say, Yahoo has repeatedly hired the wrong CEOs. None of the CEOs at Yahoo including Marissa Mayer had a “strategic vision” that could match what Eric Schmidt at Google brought. Some even blame Marissa Mayer entirely for the wrong decisions.

Lack of clear vision and a string of poor leaders :

It’s very clear from the strategic mistakes of Yahoo that its leadership lacked a clear vision and the overall purpose of the company. Meanwhile, Google and Microsoft were very clear about their strategic direction.

Yahoo was all over the place. During the research, people were asked to identify Yahoo with what first comes to their mind. Some said Mail , Some Media. Some said search. Clearly, Yahoo failed to create a niche for itself that its competitors successfully did.

Some former employees actually saw the slow demise of the company many years before it actually happened as they could see the bureaucratic culture with too much focus on advertising.

It became very difficult to get both investment and alignment. If you built a new product and the home page didn’t want to feature it, you were hosed. Greg Cohn, a former senior product director at Yahoo to Reuters

Declining Microsoft’s acquisition :

This was the final nail in the coffin. In 2008, Microsoft had shown its interest to buy Yahoo for $44.6 billion but Yahoo declined that too (I really don’t know what they were thinking). Since then, the company market value has never reached such numbers. In 2016 Verizon bought Yahoo in a deal worth $4.8 billion.

Yahoo is still not dead though. It is still among the world’s top 10 websites with more than 3.5 billion visits per month . Nevertheless, its place does not augur well for a bright future. Unless Yahoo comes up with any innovation that can change the future of technology, Yahoo! may die gradually in the coming years. It’s a perfect story to learn where the company despite having the right technology and right resources at disposal, failed miserably due to its strategic mistakes.

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Yahoo! case: the fall

In the early days of Internet search engines and email pages, Yahoo! was one of the giants. From the beginning, it was outlined to achieve a great future, but due to bad decisions made throughout its history, the company, today, does not have much weight on the Internet and has been sold for much fewer dollars than in a time had been offered.

In this case study, we are going to talk about the history of Yahoo! and what were the key decisions that led this company to its decline instead of leading it to the success that it seemed it was going to have.

<<< Case study Blockbuster: Why is it necessary to innovate? >>>

What is the history of Yahoo!?

The company was born in 1994 , like most companies in the United States, in a small office or shed of some university, from the idea of university classmates. In this case, it was in a small office at Stanford University that Jerry Yang and David Filo created a directory of Internet pages to facilitate the search for information and websites. We must bear in mind that we are talking about the first half of the 90s when the Internet was not yet so installed in our lives and a few years ago web pages began to emerge.

In 1995, the yahoo.com domain was created , having exceeded 100,000 daily visits in 1994 . In this way, its founders managed to get a venture capital company to invest a million dollars in them and from there venture into novelties that were not yet so exploited in the virtual world. In 1996 Yahoo went public.

From that moment, the company began to grow abysmally . Incorporated Yahoo! mail, games, pagers, and yahoo messenger, among other actions that led it to position itself as one of the companies of the moment. For a long period, Yahoo! was growing, increasing its numbers and employees. It was part of the boom of internet pages that occurred between 1997 and 2001.

<<< Netflix case: disruptive business model >>>

When did their mistakes start?

In 1998 Google emerged , the company that years later would be one of the main nightmares of Yahoo!. In its beginnings, today's giant Google asked for financing from Yahoo! and it refused to give it. We could say that this was one of the first mistakes.

During the first years of development, both companies coexisted, but as Google gained ground, Yahoo! went from being a provider of services on the web to being an advertising portal that was increasingly relegated to what the competition allowed it to access.

In 2007 , one of the most serious mistakes of the company Yahoo! is committed. The owners of Google do not rule out selling their company, and Yahoo! offered 3,000 million dollars, but unfortunately, they could not acquire it because the amount that Page and Brin asked for was 5,000 million. Yahoo! did not make any other offer and lost one of the great opportunities that it would have had to gain much more ground in virtuality.

Another of the mistakes that condemned this company was the missed opportunity to buy Doubleclick , an online advertising company, which was later bought by Google and through which it was able to take a big step in terms of online advertising. What also unseated Yahoo! in this area of development.

Later, Yahoo! also had the opportunity to buy Facebook. In 2006 , the social media company did not have the weight it has today, but its imminent growth could be seen coming. Zuckerberg was asking for something like $1 billion, but Yahoo! decided to offer 850 million and did not agree to buy it.

Microsoft , another technology giant, in 2008, offered the owners of Yahoo! to buy the company for more than 44,000 million dollars, much more money than it was worth at the time. But, again, Yahoo! made the wrong decision and turned down the offer. Even more incredible is that years later, Microsoft asked them for permission to use their search engine (Bing), and Yahoo! allowed it. Let's say it gave them something for free that, years before, they had offered billions of dollars for.

<<< Spotify case: The importance of user experience >>>

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The case examines the current problems facing Google during one of the worst economic environments since the Great Depression. Google was faced with stagnant net profits and employee turnover, while trying to maintain their culture of corporate entrepreneurship and innovation. The case was written for senior level undergraduate and MBA students in entrepreneurship and business strategy. It can be taught in one hour and twenty minutes. The amount of outside work to prepare for the case is expected to be at least four hours. The case outlines the history of the Silicon Valley titan, Google, Inc., and how it will navigate in one of the worst economic environments since the Great Depression. The case describes the current economic environment and then examines the history of the founders and the company. Google’s stages of growth, strategies, and its keys to success are then examined. Specific attention is paid to the location of the firm in regards to Silicon Valley and Stanford University. The latter part of the case focuses on the heart of the success of Google, corporate entrepreneurship and innovation. The case describes what corporate entrepreneurship and innovation is and how it is utilized within Google. The case ends with the founders asking the reader what recommendations they would make to Google to solve their problems.

In May 2009, Sergey Brin and Larry Page, co-founders of Google, Inc., were trying to determine how they were going to navigate Google through the worst recession since the Great Depression. Their primary problem was how to maintain the company’s culture of corporate entrepreneurship and innovation in the face of stagnant profits and a host of other issues. Google sought answers on how to increase corporate entrepreneurship and innovation during the worst economic environment that the company had ever experienced.

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Please note you do not have access to teaching notes, air france internet marketing: optimizing google, yahoo, msn, and kayak sponsored search.

Publication date: 20 January 2017

Teaching notes

In determining the optimal strategy, the case presents background information on the airline industry as well as the Internet search options available at the time, including Google, Microsoft MSN, Yahoo!, and Kayak. Additionally, background information is provided on SEM and its associated costs and means of measuring the successfulness of each marketing effort. The case illustrates how one must first determine the key performance indicators for the project to guide analysis and enable comparison of various SEM campaigns. Cost per click and probability to produce a sale differ among publishers. Therefore, using a portfolio application model's quadrant positions can be used to determine optimal publisher strategies. Additionally, pivot tables help illustrate campaigns and strategies that have historically been most successful in meeting Air France's target Internet sales. Multiple recommendations on how Media Contacts can assist Air France in improving its SEM strategy can be derived from the data provided.

Students learn how to optimally leverage the Internet in generating customer sales in a cost-effective manner. Students will analyze and manipulate a variety of data using pivot tables to determine optimal strategies for obtaining maximum total online bookings through the various online channels available. Using a portfolio application model, students can determine an optimal publisher strategy and complete copy improvement analysis.

Customer Relationship Management
International Business
Marketing Communications
Internet marketing
Customer preferences
Campaign management
Customer satisfaction
Marketing efficacy
Internet search

Jeffery, M. , Egli, L. , Gieraltowski, A. , Lambert, J. , Miller, J. , Neely, L. and Sharma, R. (2017), "Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search", . https://doi.org/10.1108/case.kellogg.2016.000012

Kellogg School of Management

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Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search

By: Mark Jeffery, Lisa Egli, Andy Gieraltowski, Jessica Lambert, Jason Miller, Liz Neely, Rakesh Sharma

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Publication Date: Mar 6, 2009
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Rob Griffin, senior vice president and U.S. director of search for Media Contacts, a communications consulting firm, is faced with the task of optimizing search engine marketing (SEM) for Air France. At the time of the case, SEM had become an advertising phenomenon, with North American advertisers spending $9.4 billion in the SEM channel, up 62% from 2005. Moving forward, Griffin wants to ensure that the team keeps its leading edge and delivers the results Air France requires for optimal Internet sales growth. The case centers upon Air France's and Media Contacts' efforts to find the ideal SEM campaign to provide an optimal amount of ticket sales in response to advertising dollars spent. This optimal search marketing campaign is based on choosing effective allocation of ad dollars across the various search engines, as well as selecting appropriate keywords and bid strategies for placement on the search result page for Internet users. In determining the optimal strategy, the case presents background information on the airline industry as well as the Internet search options available at the time, including Google, Microsoft MSN, Yahoo!, and Kayak. Additionally, background information is provided on SEM and its associated costs and means of measuring the successfulness of each marketing effort. The case illustrates how one must first determine the key performance indicators for the project to guide analysis and enable comparison of various SEM campaigns. Cost per click and probability to produce a sale differ among publishers. Therefore, using a portfolio application model's quadrant positions can be used to determine optimal publisher strategies. Additionally, pivot tables help illustrate campaigns and strategies that have historically been most successful in meeting Air France's target Internet sales. Multiple recommendations on how Media Contacts can assist Air France in improving its SEM strategy can be derived from the data provided.

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Mar 6, 2009

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Kellogg School of Management

KEL319-PDF-ENG

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Business Case Study of Yahoo: The Rise and Fall

Let me ask you a simple question, do you know who is the president of Brazil? Even if you don’t know the answer you can simply find it through Google. But did you know Yahoo was once the most visited website on the internet which was approximately worth 128 billion dollars. It could have been the most valuable company right now in the world by having a chance to buy Google for just one million dollars in the late 90’s, and Yahoo said no. So, welcome to the dramatic business case study of Yahoo rise and fall as a multi-billion-dollar internet empire.

Quick Summary of What You Will Learn:

In this business case study of Yahoo, you will learn how leadership and management change affected Yahoo.
What was the biggest mistake of Yahoo?
Impact of missing big opportunities.
Business lessons you need to learn from Yahoo story.

So, let’s begin with understanding the back story of Yahoo.

Table of Contents

Early History of Yahoo

The early history of Yahoo began well back in 1994 when the search engines on the internet were an unorganized mess.

This is why to solve the problem two friends at university Jerry Yang and David Filo made a list of all the websites they liked. Simply a directory of sorts divided into different categories.

Then they forwarded this list to some other friends who shared it with their friends and they shared it with their friends and before this directory was getting thousands of views.

However, this was never meant to be a business.

Jerry and David had just made this directory for convenience to keep track of their favourite sites all in one place and they’d simply called it Jerry and David’s guide to the World Wide Web.

In 1994, Netscape launched a web browser called Navigator which lots of people started to use.

And the creators of this browser put a link at the top to Jerry and David’s directory.

This meant that within a few months, their directory was getting millions of views.

Which sounds great but actually, it meant that Jerry and David needed to invest in servers so they could handle all the traffic.

They also needed to hire people to sort through all the new websites people were submitting to their directory.

Thus, Jerry and David realized they had no choice. If they were gonna keep this going they had to make it a business.

To get started they needed a proper name for the business. So, they opened up a dictionary to try and find a catchy-sounding name to use.

They stumbled across the word ‘Yahoo’ which they found amusing and exactly the fun vibe they were going for. So, the name was set to Yahoo in 1995 and the domain was created.

Note: Yahoo is simply an American web service provider offering services like web search engines, email, news, finance, sports and shopping.

Now, Yahoo officially claims that Yahoo stands for ‘Yet Another Hierarchical Officious Oracle’ .

The Rise of Yahoo – Early Success Factors

Yahoo grew exponentially between 1997 to 2001 as its stock price skyrocketed.

And became the most valuable companies in the world.

The rise of Yahoo was so quick because of more users seeking information, news and entertainment.

As the Yahoo search engine was already popular in early 1995 it was not hard for them to get early success.

But the question is how?

So, let’s have a deep understanding of several factors that contributed to Yahoo’s early success:

1. First Mover Advantage

The early success factor of Yahoo was because of the first mover advantage in the internet market.

Yahoo became the entry point to the internet for most people – after all the internet was a new confusing thing.

Therefore, Yahoo was the most user-friendly search engine which was easy to use and navigate to find different popular features and websites. Which helped Yahoo to expand its reach and attract a large traffic.

Note: First mover advantage or FMA is one of the business concepts which means gaining business advantages by being the first to enter a new market to introduce a new product or service.

2. Data-Driven Marketing

Because Yahoo could see the data of which categories and websites people were clicking on most in their directory they were perfectly positioned to build products and services people wanted.

Rather than just linking people to other services they could build their own services.

For example, they could see a lot of people were clicking on chat room websites so Yahoo built their own chat rooms.

They soon launched their own services for shopping, file-sharing, games, sports, finance and lots more. Because they could see the things users were clicking on most.

Of course, a company with a traditional organizational structure would never have been able to build and maintain all those different products.

That way they could get even more page views which meant even more money from advertisers.

As a result of having huge traffic, Yahoo had plenty of companies willing to pay them to have banner advertisements on their sites.

Note: Data-driven marketing is a strategy used to make an informed decision about marketing campaigns and optimize strategies by utilizing and understanding customer data.

3. Team Building

Yahoo hired as many people as possible and grouped them into different product teams.

And each team had a leader that acted like a CEO.

For instance, Yahoo was like a collection of different startups each focused on a totally different service.

By the year 2000, Yahoo had 400 different products and services.

You could use the internet all day and never leave Yahoo’s websites.

As a result, Yahoo’s original service its directory accounted for less than 20 of the site’s total page views.

Over 80% of traffic to Yahoo was going to all these other things they developed.

In other words, Yahoo was no longer just the directory for the Internet, it was the Internet. Everything you need, all in one place.

Turning Point – Yahoo Declined To Buy Google for $1 Million Doller

Yahoo had only been started in 1994 by two friends in their college. And yet just 6 years later it had a market cap of $128 billion dollars.

Making it the largest Internet company in the world and one of the fastest-growing companies in history.

But during Yahoo’s rapid rise, two students with their own startups had come to Yahoo and offered to sell them their business for $1 million dollars.

Which was virtually nothing for a giant company like Yahoo. But they declined the offer.

Unfortunately for them, that little company they turned down was called Google and that decision not to buy them was about to change everything.

The Fall of Yahoo – Downfall Factors

Yahoo struggled to maintain its position as a market leader despite its early success due to growing competition from other tech giants and Google.

So, the question is, how?

Here are several factors that played a part in Yahoo’s downfall:

1. Failure to Innovate

When the dot-com bubble burst and the stock prices of internet companies came crashing down Yahoo was hit hard.

Investors lost confidence in them and lots of Yahoo’s biggest advertisers either reduced their ad spend or went completely bankrupt.

Critical Problem: Because there were still so many different sites on the internet having a single directory that had to be manually updated just wasn’t efficient anymore.

Thus, Google created a much better system to help people find things faster.

As a result, Yahoo realized lots of their users were now going to Google instead of Yahoo. So, just a couple of years after rejecting the chance to buy Google’s entire company Yahoo went to Google to make a licensing deal where they would integrate Google search into Yahoo’s websites.

The idea was that this way people would still come to Yahoo’s homepage instead of going straight to Google.

And in the short term, this made sense and in the long term, this was another disaster.

2. Inability to Adapt to New Technologies – Rise of Google

Yahoo users really loved Google search and by having it on Yahoo site it was actually giving Google free advertising.

Not only that but Google had introduced ads in search results using a clever algorithm to match the right ads to the right search terms.

This basically meant Google’s ads were more relevant for users, more cost-effective for advertisers and more profitable for Google.

Google then reinvested those profits into doing deals with other big internet companies – like becoming the default homepage of the Firefox web browser .

Inability to Adapt to New Technologies - Rise of Google

And suddenly Google was in a powerful position. Google’s search ads business was very profitable and effective, and the more money Google spent on promoting its search engine the more profits it made on the back end from search ads.

In comparison, Yahoo’s banner ads were much less effective and profitable. So, Yahoo’s profit margins were a lot smaller and advertisers started moving their marketing budgets to Google instead of Yahoo.

In other words, just a few years after Yahoo had passed on the chance to buy Google.

Google was now stealing both Yahoo’s users and advertisers at a rapid speed.

Yahoo knew they needed to do something powerful so they went back to Google and

asked how much it would cost to acquire them.

Now, Google said they wanted $1 billion dollars and Yahoo eventually agreed to this but by that point, google adapted the price to $3 billion and then $5 billion.

The deal just wasn’t going to happen after Yahoo removed Google from its site completely and built its own search engine to directly compete.

But it quickly became clear Yahoo had already lost the search war and its directory was becoming less useful.

So if Yahoo wanted to maintain their dominance it needed to focus attention on its other services.

3. Biggest Missed Acquisition Opportunities

One big opportunity for Yahoo came in 2006. Yahoo executives sat down for a meeting with Facebook founder, Mark Zuckerberg.

And a deal was agreed for Yahoo to buy Facebook for $ 1 billion dollars .

However, Zuckerberg didn’t actually want to do the deal but his board of directors and investors told him that if Yahoo offered $1 billion he had to take it.

But at the very last minute, Yahoo said they could only offer 850 million dollars instead.

This negotiation tactic backfired massively.

So, Zuckerberg turned the offer down and he got to keep running Facebook himself as an independent company.

By trying to save a few million dollars they ended up missing out on a company that is today worth around one trillion dollars.

The craziest part is that Yahoo literally made hundreds of acquisitions and mergers and yet they turned down Facebook and Google.

They also missed out on deals for eBay and even YouTube .

Just imagine how different the internet and the entire world might look if Yahoo had bought those companies when they had the chance.

Maybe you’d be reading this business case study of Yahoo on Yahoo right now.

4. Mismanagement

Let’s pause for a moment it’s very easy for us to look back at these mistakes. But at the time

these were just small companies

Even if Yahoo had bought Google , Facebook , YouTube and eBay there’s certainly no guarantee they’d have gone on to be so successful.

Because the most crucial reason for Yahoo’s downfall wasn’t really external competition. It was the giant mess happening internally.

Yahoo was trying to focus on everything which means focusing on nothing in particular.

For example, in Yahoo employees were asked to write down the word that first came to mind when they heard a company’s name for Google everyone wrote search, for PayPal they wrote payments, for eBay they wrote auctions and for Yahoo everyone wrote something different.

Nobody inside the company knew what Yahoo was or what it was trying to be.

Basically treating the company like a group of startups had fueled its growth but now it was sending the company into chaos.

Yahoo was segregated into all these little independent disconnected teams rather than being a united company with a cohesive vision.

5. Bad Leadership

Despite this giant mess inside of Yahoo in 2008, they were thrown a lifeline Microsoft offered to buy them for over 44 billion dollars.

Microsoft felt they needed to join forces or else Google was going to become too powerful.

But Yahoo turned Microsoft’s offer down saying that it undervalued their potential .

Just a few months later Yahoo regretted that decision too as its share price plummeted further.

The company’s value dropped to 14 billion dollars less than a third of what Microsoft had offered.

One of the biggest reasons for this was Yahoo’s lack of direction and its frequent change of CEOs.

In 2007 Terry Samuel was CEO, then from 2007 to 2009 the original founder Jerry Yang took over.
From 2009 to 2011, it was Carol Bartz, then Scott Thompson took over and lasted just the first half of 2012.
Before Marissa Mayer came in during the summer of 2012.

That’s 5 CEOs in 6 years.

Nobody could agree on who should run Yahoo, and when each new CEO didn’t get fast results they switched to someone else. Which just created even more chaos.

It’s reported Yahoo changed their mission statement at least 24 times showing that even upper management had no idea what Yahoo’s plan or vision actually was.

Further, Yahoo introduced an internal rating system for employees where managers had to rate a certain percentage of their team as exceeding their targets and a certain percentage as missing.

So, even if the whole team had done really well some people had to get bad ratings.

The idea was that it would help weed out the less talented employees and help Yahoo become more efficient.

But in reality, it made employees feel like they were competing against each other and created a cutthroat culture where people would backstab each other rather than collaborate as a team.

6. Inability to Adapt to Changing Consumer behaviour

Yahoo was very indecisive and slow to adapt to the rise of mobile internet.

Yahoo’s phone apps were embarrassingly bad compared to rivals.

And this meant Yahoo’s most popular services like Yahoo Mail started losing users because people started using email apps instead of Yahoo’s websites.

Important: When Yahoo first launched its directory solved a genuine problem that made the early internet much easier to use. But as soon as the search took over and replaced the need for a directory Yahoo never really found its purpose.

It was a jack of all trades, master of none.

Yahoo did loads of things but it was no longer the best at anything. Eventually, all their hundreds of products and services got beat by better alternatives.

Yahoo Shopping was beaten by Amazon , Yahoo Messenger was beaten by WhatsApp , Yahoo Mail was overtaken by Gmail , and Yahoo Answers by Quora .

All these other companies focused on being the best at one specific thing before expanding into other areas.

Whereas Yahoo no longer had any clear identity.

In 2017 Verizon bought Yahoo for 4.48 billion dollars which is less than one-tenth of the price Microsoft had offered them.

But Verizon couldn’t revive Yahoo either and it was sold again in 2021 .

Of course, yahoo still makes money in fact several of their products like Yahoo Mail still get lots of traffic.

But that’s mainly from people who set up their email addresses with them years ago and just haven’t updated to an alternative yet.

Without some kind of radical innovation, Yahoo looks likely to gradually fade away into obscurity.

So, with this, it brings us to:

Business Lessons Learned from the Business Case Study of Yahoo

The business case study of Yahoo offers several valuable lessons for business:

The business case study of Yahoo shows the importance of innovation for companies to stay ahead of the competition in the dynamic changing world of business.
To run a successful company strong leadership plays an important role in guiding the company through challenges and making informed decisions.
To survive in the long run the companies must be able to adapt to the changing world of business , market trends and changing consumer behaviour.

Yahoo’s story is an iconic example of how even the most successful companies can fall with bad leadership, bad decisions, inability to adapt to changing market trends and failure to innovate.

At one point Yahoo truly was the king of the internet but through a combination of bad decisions, indecisiveness, mediocre products, fierce competition and poor leadership, it lost it all.

This raises the question of what will be the next big internet empire.

We hope this business case study of Yahoo provides some value by learning its biggest mistakes.

If you have more questions or need additional information on the business case study of Yahoo feel free to ask in the comment section!

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Marketing case study 101 (plus tips, examples, and templates)

Summary/Overview

If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

“Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
“How Optimized SEO Tactics Skyrocketed Sales by 80%”
“Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
“The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

Quantitative data: Use numerical data to quantify results.
Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
Tables: Use tables to help organize data and make it easier for readers to digest.
Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

Client/Company Name: [Client/Company Name]
Industry: [Industry]
Location: [Location]
Client/Company Background: [Brief client or company background information.]

Introduction:

Briefly introduce the client or company and any necessary context for the campaign or initiative.
Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.

Conclusion:

Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.

Testimonials:

Include quotes or testimonials from the clients or customers who benefitted from the campaign.
Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

Craft a compelling marketing case study for your business

Are you ready to make your marketing case study shine? With Adobe Express, you can make high-quality infographics and presentations that take your case studies to the next level.

Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

Get started with Adobe Express today to make compelling marketing case studies that engage your audience and drive conversions.

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28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

Data-Driven Case Study Template
Product-Specific Case Study Template
General Case Study Template

You're all set!

Click this link to access this resource at any time.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

Case study examples: Handled and HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

Give the case study a personal touch by focusing on the CEO rather than the company itself.
Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

Split up the takeaways of your case studies into bite-sized sections.
Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

Create a table of contents to make your case study easier to navigate.
Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

Case study examples: Carol H. Williams and Chevrolet DTU

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

Feature quotes from your client at the beginning and end of the case study.
Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Case study examples: Think with Google and HubSpot

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Case studies example: Data focus, Think with Google

Key Learnings from the Think with Google Case Study Example

A case study doesn’t need to be long or complex to be powerful.
Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

Close out with a list of products that users can buy after reading the case study.
Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

Case study examples: Asana and HackReactor

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

Include quotes from your client throughout the case study.
Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

Open up with a summary that communicates who your client is and why they reached out to you.
Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

Place the focus immediately on your client by including a snapshot of their company.
Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

Don’t be afraid to get technical in your explanation of what you did for your client.
Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

Include your client’s ROI right in the title of the case study.
Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

Consider writing the entirety of the case study from the perspective of the customer.
Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

Include a video in the heading of the case study.
Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

You don’t need to write a lot to create a great case study. Keep it simple.
Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

Feel free to keep the case study short.
Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

Highlight the turning point for both you and your client during the solution-seeking process.
Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

List the results of your work right at the beginning of the case study.
Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

Link to product pages throughout the case study so that readers can learn more about the solution you offer.
Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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Showcase your company's success using these free case study templates.

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Tree service digital's marketing case study reveals a client’s significant revenue growth.

Tree Service Digital recently published a case study detailing a client's experience, showcasing an increase in revenue to $3 million through the implementation of the company's marketing strategies.

Atlanta, GA, Feb. 06, 2024 (GLOBE NEWSWIRE) -- Tree Service Digital is a digital marketing agency with a focus on assisting tree service companies and businesses in scaling their operations. With years of industry experience, the agency collaborates closely with clients to enhance their profit margins. Demonstrating transparency, the agency has recently shared a case study outlining its role in contributing to a threefold increase in a client's revenue to $3 million.

The Tree Service Marketing Case Study highlights that the client sought assistance from the agency primarily due to substantial expenses incurred in generating leads from third-party platforms. Additionally, the client faced challenges in visibility on major search engines like Google, Yahoo, and Bing for local searches crucial for conversions and genuine leads.

Utilizing their discovery call offer, the client, a West Palm Beach, FL, tree service company, engaged Tree Service Digital to explore solutions. The marketing agency performed a comprehensive audit of the client's web properties and formulated a strategic marketing blueprint. The Tree Service Marketing Agency focused on complementing its organic approach with a well-defined paid ads strategy, contributing to another successful outcome.

According to Wesley Smith, representing the Tree Service Digital team, the onboarding process spanned approximately 30 to 40 days. This period included significant tasks such as new website development, Google Ads setup (completed within a week), and Google Local Service Ads verification. Smith highlighted the effectiveness of their strategies, noting that the client achieved top placement in Google organic search rankings within 3 to 6 months of the project kickoff.

The marketing agency highlighted key solutions in the case study, outlining their tree service online marketing program. This program included optimized and responsive websites focused on high conversion rates, search engine optimization targeting the top position in organic search rankings for local and additional service areas, and a Google Maps strategy aiming for the client to secure a position in the top 3 ranking map pack.

The agency also implemented a Google review strategy to establish social proof. Additionally, the carefully planned Google Local Service Ads (Google Guaranteed) contributed to improved conversion rates and enhanced customer trust. The combination of paid ads, including Google Ads and Facebook Ads, was strategically employed to reach the target audience effectively.

Tree Service Digital's ongoing communication with converted leads and strategic retargeting of customers through Email and Text Messages, featuring the latest services, promotions, and special savings offers, yielded significant results. As a result of this comprehensive strategy, the client experienced an increase in revenue, reaching $3 million and achieving a threefold growth, contributing to sustained year-on-year revenue growth.

About Tree Service Digital

Tree Service Digital is a go-to digital marketing agency for tree service businesses across the United States. The agency offers various marketing solutions, including SEO, web design, social media marketing, reputation and review management, email marketing, and coaching. Working with a diverse clientele within the tree service industry, Tree Service Digital maintains a practical and collaborative approach, helping businesses enhance their online presence for improved performance.

Company Name: Tree Service Digital

Contact Person: Wesley Smith

Phone: 770-637-3707

City: Atlanta

Postal Code: 30350

Country: United States

Website: https://treeservicedigital.com/

Yahoo Case study Solution Analysis

Yahoo case study.

News; there were a lot of reasons to visit the Yahoo website. However, currently, Yahoo is a shadow of its former self (Nordquist, 2017).

First, came the search engine Google, which became the preferred search engine for many. This is because the business model used by Google offered a lot of information to users of the search engine, as it used information created by others while Yahoo in a lot of ways created their own information. It is totally wrong for a business to blame a competitor for its problems, since Yahoo’s failure came from within the company.

Yahoo’s Problems

Flat-line growth – The company stopped growing, most of the users moved to other options, such as the Google search engine. By the time Yahoo was realizing its slow growth, it may have been a little too late to catch up. At one point in 2008, Microsoft tried to acquire Yahoo for $44.6 billion; a deal that Yahoo’s leadership declined hoping to find other buyers till Microsoft withdrew their offer. Now if Microsoft was to buy Yahoo, it would be for $4.8 billion (Nordquist, 2017).

Also Study: Online Business Marketing Plan and Strategies

Slim profits – Though Yahoo still makes profits to date, it could do better being some of the first successful companies that grew with the internet era. Yahoo makes its profits from shareholding at Alibaba.com and Yahoo Japan, and not so much from its main original services.

Poor or no strategy

Yahoo lacks a good strategy that can be used as a blueprint to success. Further, Yahoo lacks brand purpose and future brand vision. A company like Google has stuck by the same principles it made upon creation while Yahoo’s self description has changed 24 times in 24 years (Wharton, 2016). When Mayer’s became the CEO, she made efforts to gather young technology talents to revise the company strategy. Finding this expensive, she instead got to an acquisition binge for over $2.5 billion which has not benefited the company much (Nordquist, 2017). When comparing Yahoo’s strategy to that of Google, Yahoo is more of a media house than a search engine.

Poor leadership

Poor top leadership is probably one of the biggest contributors to Yahoo’s downfall. When Yahoo realized its downfall, it started appointing CEOs that would turnaround the company into something close to its old self. Though there were other CEOs who were appointed and left (4 CEO’s in 5 years), Marissa Mayer, is probably when Yahoo really got it wrong in terms of leadership. Yahoo viewed Mayer as the savior of the company yet all she brought it were the wrong strategies. For example, among her first activities as CEO was to personally participate in logo redesign and went on to acquire new technologies and companies for over $2.5 billion (Nordquist, 2017).

Poor organizational culture

Yahoo’s culture has been broken as a result of poor leadership. When Mayer took over leadership, she made the organization and the task of giving Yahoo a turnaround about herself, not about those she was leading. “If you dismiss the opinions of your team, don’t be shocked when they stop sharing their insight (Myatt, 2015). Under Mayer’s, leadership, top executives were leaving the company and it was losing its best talents. Mayer failed to sustain the strong and vibrant culture that Yahoo had before (Mattone, 2016). The biggest failure of leadership was from the board of directors for failing to notice how much Mayer’s was unsuited for the job since they observed her track record in technology and brand execution but not her ability to motivate and engage talent and maintain a vibrant culture (Mattone, 2016)

Yahoo Strategic Analysis

Yahoo SWOT Analysis

Porter’s Five Forces Analysis of Yahoo

Threat of new entrants- medium to high.

In the recent past, there are low entry barriers thanks to the internet and technology advancement hence new entrants are coming up in a lot of areas that Yahoo is involved in; such as directories, mail, answers platforms etc. “Thus, scale economies may be less important in this context and new entrants can go to market with lower capital costs” (Dess, Lumpkin, & Eisner, 2007, p. 282).

Bargaining power of buyers- high

Buyers have low switching costs and the next seller is just a click away. “The internet and wireless technologies may increase buyer power by providing consumers with more information to make buying decisions and by lowering switching costs (Dess et al., 2007, p. 284). Buyers are also more informed and will know where to get a better version of everything.

Bargaining power of suppliers-high

Yahoo depends on existing technologies in order to improve its own. This means suppliers do have high bargaining power (Kasi, 2017). They also depend on sources of information, to feed their directories and search engines which and with the opportunities available in the industry for suppliers to sell their material, they do have high bargaining power.

Threat of substitutes- high

Substitutes have increased due to information available on the internet. Traditional media which is still usable today is another source of substitutes.

Competitive rivalry- high

This is one of the biggest threats to Yahoo; the intensity of competition on the internet is very high. The main competitor is Google which already has 83% market share. In other services that Yahoo offers, there is high competition such as directories, answers, etc.

Proposed Solutions

Yahoo should update their strengths and build up a new strategy that is current in order to gain new and future customers
With the resources they the company has, it can create new and efficient way to use their website such that they differentiate self from the rest
Attract new talent that will suggest innovative ideas. For example, Terry Semel has implemented the concept of network optimization that has been a source of revenue and projected Yahoo’s other businesses in the industry.

Recommendations

Before committing to any activity, it is very important that Yahoo reviews its strategy. The strategy must consider the changes that have happened in the internet environment since the last one was created. It must also foresee the expectations of the people in the future. This information will feed Yahoo with a strategy that is not going to be obsolete in the next few years, but one that is sustainable in the long run.

References;

Dess, G. G., Lumpkin, G. T., & Eisner, B. E. (2007). Strategic Management (3rd ed.). Irwin: McGraw-Hill.
Kasi, A. (2017, June 1). Porter’s Five Forces Model for Yahoo . Retrieved from Porter Analysis: https://www.porteranalysis.com/porters-five-forces-model-of-yahoo/
Mattone, J. (2016, March 28). Yahoo’s problem? A massive lack of leadership at the top . Retrieved from Huffington Post: https://www.huffingtonpost.com/john-mattone/yahoos-problem-a-massive-_b_9550092.html
Myatt, M. (2015, November 20). Marissa Mayer: A case study of poor leadership . Retrieved from Forbes: https://www.forbes.com/sites/mikemyatt/2015/11/20/marissa-mayer-case-study-in-poor-leadership/#2733db133b46
Nordquist, B. (2017, August 2). So why was Yahoo worth $4.8 billion? Retrieved from Storage Craft: https://www.storagecraft.com/blog/verizon-purchase-yahoo/
Wharton. (2016, Feb 23). A tale of two brands: Yahoo’s mistakes vc. Google Mastery . Retrieved from Wharton University of Pennsylvania: https://knowledge.wharton.upenn.edu/article/a-tale-of-two-brands-yahoos-mistakes-vs-googles-mastery/

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The Cursed Dairy Queen Mascot We're Glad Is Gone

Fast-food mascots are a diverse bunch that have included Chihuahuas (Taco Bell), anthropomorphic purple taste buds (McDonald's), singing rats (Chuck E. Cheese), and diminutive versions of Roman figures (Little Caesars). The pantheon of mascots also included quite a few clowns, most notably Ronald McDonald (and here's what happened to McDonald's clownish mascot , in case you were curious). Like McDonald's, Dairy Queen also used a clown to advertise its cold treats, although it doesn't appear that the chain's Curly the Clown had as much staying power as Ronald (though Curly came first).

Not much is known about this mysterious, slightly off-putting clown, other than the fact that a small number of Curly signs were installed in front of select Dairy Queens at some point during the mid-20 th century. One of these relics persisted until recently, when Dairy Queen corporate requested that a Shelbyville, Indiana, location remove its Curly the Clown signage from the premises. The sign had been standing tall for over six decades, and featured Curly in all his green-haired glory. It's also claimed that this signage is the last remaining depiction of Curly at Dairy Queen locations, which are now mostly identified by signs featuring the letters DQ in white over a red background and accented by orange and blue swooshes.

Read more: The Ultimate Ranking Of American Fast Food Restaurants

From Cursed Clown To Problematic Stereotype

While not everyone's cup of tea, clowns are relatively harmless (unless you're one of the few people who suffer from coulrophobia, aka a fear of clowns). However, Dairy Queen's next mascot did not present the wholesome image the chain was hoping for. Dubbed "the Eskimo girl" or "the Eskimo baby" by many customers, this signage featured a smiling girl or baby in a parka enjoying a sweet treat. Unfortunately, it also presented an offensive stereotype of an Indigenous person, complete with the use of a problematic term that many find harmful.

As reported by NPR , "Eskimo" is derived from the Ojibwe language, but its associations with stereotypical and racist views of Indigenous people have caused the word to fall out of favor. To avoid offense, many companies that had previously used the term for marketing purposes have ceased doing so (such as Edy's Pie, which is one of many food brands that changed their names ). Despite these issues, some Dairy Queen locations, including one in West Virginia, continued to use the signage. Perhaps in an effort to avoid making people uncomfortable and potentially causing offense, Dairy Queen branding has steered away from off-putting clowns and stereotypes in recent years.

There's More Than Meets The Eye In The Modern Dairy Queen Logo

These days, Dairy Queen relies on relatively simple signage, as compared to its previous experiments with mascots. However, the colors present in the logo actually communicate some interesting bits of information about the chain. The red background is said to replicate lips, which is exemplified by its decidedly lip-like shape. As for the colorful swooshes on the top and bottom of the signage, the orange coloring is an homage to the chain's hot menu items, while the blue swoosh pays tribute to its cool desserts such as frosty ice cream.

Dairy Queen is most beloved for its sweet, creamy treats (such as Blizzards, which aren't technically ice cream ), but most locations also sell hot food. Although the chain first got its start in 1940, Dairy Queen didn't begin selling hot items until the 1950s. These days, most locations feature a good selection of food, including burgers, fries, and chicken fingers. It's all part of the evolution of Dairy Queen, as is the extended demise of a questionable clown named Curly.

Read the original article on Daily Meal

The best Memorial Day mattress and bedding deals you can still shop: Save up to 80% on pillows, duvets and Oprah's fave sheets

Get the queen duvet adored by 95,000 Amazon shoppers for just $21, plus dressers, bed frames, pillows and more.

Spanish startups reached €100 billion in aggregated value in 2023, consolidating the country’s position as a midsize European tech ecosystem

If 11 figures is your attention threshold, you may be interested in learning that the combined enterprise value (EV) of Spanish startups surpassed €100 billion in 2023, according to Dealroom's latest report on the Spanish tech ecosystem. As we'll see, venture investment into Spanish startups also held up quite well, with €2.2BN raised across some 850 funding rounds. Spain's venture capital tally was lower last year than in 2021 and 2022; that's no surprise as these years were outliers.

Only Amazon Prime members can score these 9 secret deals — starting at just $8 for Memorial Day

Hidden bargains include $15 off a top-rated air fryer, and there's plenty more where that came from.

The Wayfair Memorial Day sale rolls on — save up to 70% on patio furniture, grills, mattresses and more

Spruce up your home with these not-to-miss deals from popular brands like Sealy, Kelly Clarkson Home, Cuisinart and Henckels.

Nordstrom Rack's Clear the Rack sale ends today — save up to 80% on dresses, sandals and more for Memorial Day

Thousands of items (yes, thousands!) are marked down by an extra 25% during this epic discount event.

It's a golden age of puzzle games, even for people who suck at puzzle games

We're living in a golden age of puzzle games, and there's something for just about everyone. Animal Well, Lorelei and the Laser Eyes and Paper Trail are among the recent standouts.

Onyx Motorbikes was in trouble -- and then its 37-year-old owner died

James Khatiblou, the owner and CEO of Onyx Motorbikes, was watching his e-bike startup fall apart. Onyx was being evicted from its warehouse in El Segundo, Los Angeles. A shipment of around 100 CTY2 dirt bikes from Chinese supplier Suzhou Jindao was delayed, and customers were starting to demand refunds – a major problem considering Khatiblou already owed both lenders and shareholders a lot of money.

These are the top 5 safest states for older drivers

A recent study from CNN found that drivers aged 55 and older fare much better in states with solid road infrastructure, age-related driver testing, and higher rates of insured drivers.

Trump criminal charges: Here are all 88 felony counts against the former president across 4 cases

Yahoo News breaks down exactly what Trump is being charged with in each case as well as the judges, prosecutors, co-defendants and key dates.

Can music education boost grades, attendance? A new case study suggests it might

A new case study that included hundreds of Tennessee public schools suggests that music education may be tied to better math and reading scores, along with better attendance and positive social, emotional and behavioral effects.

The study, titled "Face the Music: A Case Study for Expanding Music and Arts in Schools," was the result of a joint effort between the CMA Foundation and the Mr. Holland's Opus Foundation. It examined the challenges and benefits stemming from music and arts education across 589 schools and 23 districts in Tennessee, and also included feedback from music and arts teachers, students and lifelong learners.

“Music and arts education are playing a key role in helping students catch up after the pandemic, from helping with math and reading proficiency to coping with stress and trauma. The research is clear: arts and music classes are a must-have, not a nice-to-have," CMA Foundation Executive Director Tiffany Kerns said in a news release.

The foundations behind the study hope it will serve as a model for other states to boost music and arts education at the state and district level, along with gaining support from nonprofit organizations and philanthropy.

Here are key takeaways from the study.

Related: TN high school band gets surprise invite to perform at CMA Fest as director wins award

A connection between music, arts, math and reading

Data from the majority of districts in the study showed that students enrolled in music and arts programs demonstrated significantly higher proficiency rates in math and literacy. The majority of districts also saw better attendance rates from music and arts students, compared to schoolwide averages. These outcomes align with a handful of other studies. However, the case study report did note an important caveat: Most studies on music and arts participation don't prove it's the cause of improved academics.

Here's a look at the proficiency and attendance numbers the study revealed:

Roughly 1-in-4 school districts reported 47% of students enrolled in music and arts programs showed reading proficiency, compared to an overall school average of 36%.
Roughly 7-in-10 school districts reported 46% of students enrolled in music and arts programs excelled in math, compared to an overall school average of 35%.
Roughly 3-in-4 districts reported increased attendance rates for students enrolled in music and arts programs. The study noted that schools where music and arts students outpaced the school average for attendance saw an average attendance boost of 12%.

Systemic barriers to music and arts education

The case study also outlined factors that hamper access to music and arts education for students and schools. They largely align with trends reported in the most recent National Arts Education Status Report and historical data from the Tennessee Arts Education Data Project, the study said.

The barriers for students identified in the study are:

Participation requirements, including after-school attendance and prerequisites or auditions
Housing insecurity
Transportation challenges
Participation fees
Equipment costs

The study also showed that curriculum scheduling is a primary issue facing schools. That can disrupt the ability to offer sequential music and arts classes in every grade, allowing students to explore a variety of options and build upon their skills each year.

Recommendations for action

The study mapped out a series of recommendations for how everyone from parents and students to educators and lawmakers can take action to bolster music and arts education in Tennessee.

For school community members like parents, students and educators, that can range from simply attending music and arts events to show support to advocating for more funding for programs. The study also calls on school and state leaders to partner to fund music and arts education, train teachers and develop partnerships that help sustain those programs in schools. It also challenges philanthropic organizations to fund grants, promote advocacy and awareness and take other steps to partner with and support schools.

"Each of us can support a system of change to enhance music and arts education for a more well-rounded education for our students," the study stated.

A look at the demographics and schools

The demographics of the schools that participated were similar to the state of Tennessee as a whole, but they differed slightly when it came to the population of public school students statewide. Students in the study were:

16% Black or African American
9% Hispanic or Latino
2% other racial identities
24% socioeconomically disadvantaged
13% engaged in special education services
9% English language learners
2% experiencing homelessness or in foster care
1% identified as migrants or refugees

According to 2022-23 academic year data from the Tennessee Department of Education, here's how Tennessee schools demographics broke down:

24% Black and African American
14% Hispanic
3% other racial identities
30% economically disadvantaged
14% students with disabilities
8% English learners
Less than 1% in foster care
2% experiencing homelessness
Less than 1% identified as migrants

Here's the full list of districts that participated in the case study:

Arlington Community Schools
Bartlett City Schools
Benton County Schools
Chester County School District
Clarksville-Montgomery County School System
Coffee County School District
Germantown Municipal School District
Giles County School System
Greene County Schools
Hamilton County Schools
Jackson-Madison County School District
Knox County Schools
Lincoln County Schools
Marion County Schools
Maury County Public Schools
Metro Nashville Public Schools
Paris Special School District
Robertson County Schools
Rutherford County Schools
Tullahoma City Schools
Weakley County Schools
Williamson County School
Wilson County Schools

The CMA Foundation is the philanthropic arm of the Country Music Association. More information, along with the foundation's extensive research and initiatives, can be found at cmafoundation.org . Learn more about the Mr. Holland's Opus Foundation at mhopus.org .

Are Columbus hospital expansions good for patients? Buckeye Institute questions costs

If your health care costs are going up, it could be because you're paying for your hospital's upgrades.

The Buckeye Institute, an Ohio conservative think tank, released a memo last week detailing hospital costs, such as new construction, advancing medical technology or updated amenities, as one of the largest single drivers of higher health care prices – especially in cities like Columbus with so few competing hospital systems all undergoing major development projects.

OhioHealth, The Ohio State University's Wexner Medical Center, Nationwide Children's Hospital and Mount Carmel Health System are investing billions in building new medical centers and updating their existing hospitals, which all have said is to accommodate Central Ohio's growing population.

Consolidation is king

Roughly 30% of health care spending in the United States is on hospital costs, according to a study from the Centers for Medicare and Medicaid Services , compared to 20% for physician and clinical services and 9% for retail prescription drugs.

This, argues Rea S. Hederman Jr., executive director of the Economic Research Center and vice president of policy at The Buckeye Institute, is due to consolidation. With less competition, thanks in part to larger hospitals buying up smaller practices, hospitals can afford to charge patients and insurance companies more for their services.

A 2024 RAND study found that Ohio hospitals already charge commercial insurers over 275% of what they charge Medicare, a federal program, for the same services.

More: Columbus health systems invest billions to keep up with central Ohio growth

A Kaiser Family Foundation poll in late February showed that nearly 75% of adults “worried about being able to afford unexpected medical bills… and the cost of health care services." Approximately half of adults said that “health care costs are a major reason for their negative views of the economy.”

The solution, according to Hederman, is for policy makers to subject hospitals to stricter cost-benefit analyses for major expansions and how they'll actually serve patients, as well as putting policies in place that help make the hospital market more competitive.

Rising labor, drug costs hitting hospitals hard

John Palmer, spokesperson for the Ohio Hospital Association, pushed back on the idea that hospitals are charging simply because they can.

"Hospitals have experienced significant cost surges in recent years, including increases in labor costs of 20.8% and pharmaceuticals 19.7% between 2019 and 2022," Palmer said in an emailed statement. "This has resulted in more than half of Ohio hospitals incurring operating deficits in 2023, while other sectors of the health care economy, including commercial insurance companies, enjoy record profits."

"Despite this discrepancy, hospitals are the only sector of the health care system that are available to patients 24 hours a day, seven days a week," Palmer said in a statement.

The Ohio State University Wexner Medical Center also noted the "significant increases" in the costs of labor, drugs, supplies and medical equipment.

"With this region’s rapidly increasing population and Ohio’s aging population, area hospitals must grow to meet community needs," said Marti Leitch, an OSU spokesperson, in an emailed statement.

In the memo, Hederman calls out OSU specifically and their nearly $2 billion hospital tower that will add more than 800 patient beds to the health system. But an American Hospital Association study published in 2017, Hederman notes, showed that hospital occupancy declined nationally between 1975 and 2015.

That's not the case for the Columbus area, according to OSU. Their health system is consistently 90% occupied or more, Leitch said in a statement, "Hospital occupancy is far higher in central Ohio than the outdated national statistics referenced by the Buckeye Institute," she said.

Kansas public defenders are overworked and understaffed, according to current standards

Public Board of Indigent Defense Services didn't get the $11 million it requested from the state of Kansas to help it hire new employees and retain current staff.

The agency has gotten more funding in recent years, but the pay still lags behind comparable positions in law. Simultaneously, a national study suggest public defenders are assigned about three times as many cases as they could reasonably handle.

High caseloads, as well as the difficulty attracting and retaining attorneys, has led to other states releasing defendants when no public attorney is available.

Origins of public defender caseloads

In 1973, the National Advisory Commission Justice Standards established that public defenders should be able to work up to 150 felony cases, 400 misdemeanors per year or 200 juvenile cases per year. The NACJS accounted for nearly 400 standards in criminal justice information systems, recruitment of minorities, community policing, speedy trials and offender rehabilitation.

Most of the recommendations like ending plea bargaining, pushing for every state to criminalize handgun possession and capping maximum sentences for most crimes to five years, didn't get implemented. But the caseloads for public defenders have been surprisingly sticky and were the main contributor to public defense workloads for 50 years.

"The old standards were problematic for a variety of cases. They were 150 felonies, which could be murder cases or could be low-level thefts and they were kind of counted the same," said Heather Cessna, executive director of the Kansas Board of Indigent Defense Services.

The standards didn't come from a methodology or assessment, and was just one of 400 recommendations proposed by the NACJS. Caseloads weren't even on the agenda, and were calculated as an afterthought according to Stephen Hanlon, an attorney that studied caseloads in partnership with the American Bar Association.

And the 50-year-old standards weren't updated to account for the time needed to review things like body cameras and advances in forensic science. But over the past several years, state's have been measuring their caseloads on a new standard.

Kansas has 30% of public defenders needed in the court system

In September 2023, the American Bar Association released a national study on the workloads of public defenders after several state-level assessments had been released. In Kansas , it projected that the state only had about 30% of the needed public defenders necessary to give constitutionally protected defense to its clients.

It also found the state employed less than a third of the legal assistants, a fifth of the investigators and administrative specialists and needed 133 more mental health and social workers — the state currently employs just one. Kansas isn't far off from most states, which are usually heavily deficient in the number of attorneys employed in public defense.

The standards the ABA assessed public defender caseloads with was more nuanced than the NACJS standards, breaking down the amount of time that would be needed based on the severity of the cases from low level probation violations to felonies carrying life sentences.

Kansas BIDS only covers felony offences and contracts out private attorneys for lower-level crimes.

"A lot of the deficit is in the lower level of case type because that's where people are taking pleas very early, no investigation is happening. The difference between what ought to be happening and what is happening tends to be the largest at the volume-case processing court," said Malia Brink, deputy director of the ABA's national workload study.

Too few prospective attorneys are attending law school

The ABA report says Kansas would need to hire 277 additional attorneys on top the 123 already employed. It's unlikely Kansas could meet that demand without drastically restructuring the entire public defense structure.

In 2022, public defense entities had a turnover rate of about 20%, meaning nearly one in five public defenders left that year. In 2023, with a pay raise that included a one-time $4 million investment from the state and a 5% bump for all statewide employees, the Board of Indigent Defense Services more than halved the attorney turnover rate.

"I think we've made some significant strides. I think it's just not enough. It kind of turns into a drop in the bucket," Cessna said.

Comparable employees like prosecutors are hired at the county level, so they can be more nimble when responding to the current market. Also, public defense is competing with a relatively small number of law school graduates.

The two law schools in Kansas, the University of Kansas and Washburn University, had a combine 228 incoming students in 2022. The number of first-year law students nationwide drastically declined after peaking in 2010 at 52,000 students. Since then the number hovered around 38,000.

Public defenders paid far less than prosecutors in same jurisdictions

The studies on public defender pay, workload and well-being often mention that they're underpaid compared to the attorneys at the other side of the courtroom. Public defenders are paid about 28% less than their prosecutor counterparts in the same jurisdiction.

Jonathon Noble, chief public defender with the Northeast Conflicts Office who previously worked as a prosecutor, said it's hard to compare the two jobs on the workload given to them. A prosecutor's job is to "put on a show" while the defense attorney has to poke holes in the state's case.

"Putting that case together, getting everybody there who's supposed to be there to testify, that is very difficult and very stressful. You do have a lot of interaction with victims in the case. But you don't have the interaction to the same degree that a defense attorney has with their client where you really have to walk through every single stage of the proceeding," Noble said.

Public defenders often are have a less-than stellar reputation. A study in Criminology, Criminal Justice, Law and Society reported that about 83% of people said court-appointed attorneys are more concerned with quickly resolving cases than their privately retained peers, and only about half of respondents said public defenders fight zealously for their clients.

The incentives seem like opposites between privately retained and publicly appointed counsel. Overburdened public defenders may want to resolve cases quickly rather than drag out the process, while by-the-hour private attorneys may maximize their time on a case.

"There is a perception that public defenders are not real attorneys, and that your job is to manufacture pleas to get the case over with as quickly as possible," Noble said.

Noble said there might be some truth to that sentiment when public defenders are as overburdened as they historically have been. But, there are also bad prosecutors and private attorneys as well.

"It's just like anything else, there's good and there's bad," Noble said.

But ultimately, only a defendant can decide to take a plea, and when doing so must affirm to the court that they are satisfied with their counsel.

"The public defender does not decide whether to accept a plea. The public defender describes the plea agreement to the person charged. The public defender may recommend either accepting or declining a plea agreement based on criminal law, the person’s criminal history, provisions of the plea agreement, and other relevant factors," said Lisa Taylor, public information director of the Kansas Office of Judicial Administration.

Are public defense systems meeting Sixth Amendment standards?

The Sixth Amendment guarantees the right to a public trial of anyone committed of a crime, and the Supreme Court guaranteed that people must be provided legal representation in court in Gideon v. Wainwright . And the representation must be "appropriately sufficient."

"It's not a high bar," Cessna said. "It's not like you're hiring the best law firm on the face of the earth and they're putting 16 associates and three partners on this case level of criminal defense, you're talking the minimum that is required in order to meet the Sixth Amendment requirements."

Brink said when there are so many cases to deal with, public defenders aren't spending as much time investigating the case and conducting legal research to adequately help their clients.

"A lot of what gets taken away from clients when attorneys don't have time is the ability to do all the things that would go into the attorney being able to demonstrate that not only that they know you, but they know your case," Brink said.

When public defense systems are found to be so overburdened that they can no longer adequately represent their clients to Sixth Amendment standards, they stop taking cases. In that case, jails will start releasing lower-level offenders who are in jail for things like methamphetamine possession while retaining more serious cases.

In 2021 the American Civil Liberties Union said the state is at risk of being sued for providing inadequate representation.

Some attorneys cite recent improvements but problems persist

The pay increase and implementation of modern caseload standards have had an impact on wellbeing for Kansas's public defenders. The percent of public defenders who said the lack of pay or promotions as the primary source for dissatisfaction fell from 45% to 28% — but workload and lack of attorneys rose from 17% to 28%.

But things seem to be improving, with 46% of attorneys saying things have improved over the past year, 36% saying it was the same and 18% reporting a decrease in workplace well-being. Moreover, only 9.8% said they don't feel supported by the BIDS administration.

Still, only 40% of public defenders said they feel they have enough time to provide optimal representation, even with BIDS directing offices to abide by modern workload standards.

"When I took over here, they already started complying with the preliminary findings of the workload studies," Noble said. "So I try to keep everyone around a case weigh of about 100 or 120 (hours per case), which is still higher than the results of the national average. It's just not feasible based on the amount of people that we have, or can have, to really abide by those."

With the extreme high number of attorneys needed to represent defendants, another way to reduce demand on public defenders is to reimagine what crimes get prosecuted.

"There are cases that you could say, maybe what we should do is actually have a citation level case that gets cleared if they, for example, are willing to meet with a caseworker rather than spend 30 to 60 days in jail," Brink said. "The other thing that the caseload studies show is that sentencing drives time."

In other words, when the state seeks more severe punishments then defendants will seek more comprehensive, complicated and time-consuming ways of litigating their case.

"You can look not at total decriminalization, but also sentencing reform to bring some of that down," Brink said.

The problems in public defense amount to problems in the entire criminal justice system. About 85% of adult felonies in the state are represented by court-appointed attorneys.

"The situation in public defense does reflect something about the overall quality of justice we're able to produce right now," Brink said. "There is a real myth of equitable justice, and I think the caseload studies really are showing those gaps."

Doly lets you generate 3D product videos from your iPhone

AniML , the French startup behind a new 3D capture app called Doly , wants to create the PhotoRoom of product videos, sort of. If you’re selling sneakers on an online marketplace or need to create Instagram ads for your direct-to-consumer wares, Doly helps you generate 3D models with your phone and turn them into professional-looking product videos.

While video creation is notoriously hard, generating a 3D model is even harder. That’s why the AniML team has focused on simplifying the experience. They want to turn 3D capture into a mainstream technology, starting by packaging it into an iPhone app.

Here’s how 3D capture with Doly works: The user points their phone camera at the product and physically moves around it to capture it in 3D. Behind the scenes, the app grabs still images and sends them to the cloud. AniML has built a reconstruction pipeline using something called Gaussian splatting to turn these images into a realistic 3D model.

3D models are traditionally created with a collection of points in 3D space, some 2D texture projected on top of these surfaces and lighting effects. Gaussian splatting is an entirely new rendering pipeline that involves estimating a 3D point cloud from a set of 2D images using a pre-trained AI model.

“Our starting point was a technological finding: AI had just arrived in the 3D world. So people at Facebook, but even more at Google, were doing research and wrote a fairly important research paper on something called NeRF,” AniML co-founder and CEO, Rémi Rousseau, told TechCrunch. “It’s a new paradigm in which you try to reconstruct 3D by letting machine learning do the job.”

“You’re no longer working in polygon-based 3D, but now you’re in neural-based 3D,” he added.

Gaussian splatting isn’t exactly the same as NeRF, but it’s a sort of descendant 3D modelling technology, as Rousseau tells it.

So that’s the technical part. AniML then focused on finding a use case that could grab users from day one. E-commerce companies were the obvious choice for a creation tool for 3D models.

What else does the app offer? After capturing a 3D model, Doly users can browse a template library to choose a 3D scene for their object to be integrated into. This can be a simple 3D rotation with a plain background or something more dramatic, in terms of marketing staging, such as the camera slowly approaching the object and switching to different angles.

If a customer likes the result, they have the option to buy the video from the app and download it for use elsewhere.

Rousseau previously founded two VR companies — including Mimesys, a startup that was acquired by Magic Leap in 2019 . His co-founder Pierre Pontevia also has an interesting track record as he sold a company to the 3D tools giant Autodesk; and another to the 3D content development platform, Unity.

So far AniML has raised $2 million, with Adjacent leading the seed round. The startup also participated in AI Grant , the startup accelerator led by Nat Friedman and Daniel Gross. Also investing are Kima Ventures and several angel investors, including Julien Chaumond from Hugging Face; Nicolas Steegman and François Lagunas who previously founded Stupeflix; Alban Denoyel of Sketchfab fame; Bertrand Schmitt; Thibaud Elziere; and Vincent Nallatamby. We’re also told Bpifrance contributed to a portion of this round with a grant.

It will be interesting to see whether big brands, second-hand resellers and other e-commerce professionals embrace 3D rendered videos for upcoming campaigns and online listings. But it’s already nice to see that you might not need a professional video recording studio to create compelling product visuals thanks to artificial intelligence.

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This list ranks the 10 best places to live in Florida. Which city is No. 1?

If you aren’t from Florida, you probably think of Miami, Orlando or Tampa when you think of cities in the Sunshine State .

But a recent study from U.S. News and World Report revealed none of these three cities are the best to live in Florida . One of these cities didn’t even make the top 10.

Here’s U.S. News and World Report’s list of the top 14 best cities to live in Florida and where Miami, Orlando and Tampa rank on the list.

What is the best city to live in Florida?

According to U.S. News and World Report, the best city to live in Florida is Naples.

"Naples, Florida, takes the top spot due to its strong desirability and job market scores, and moderately high quality-of-life score," U.S. News said in its report.

According to the report, Naples’ biggest drawback is crowds of people – mainly snowbirds – moving there and driving up the housing prices.

“Proximity to the beach, loads of sunshine and no state income tax come with drawbacks. Continued growth and development are exacerbating a lack of affordable homes in Naples,” the report said.

“And traffic, although nowhere near the levels seen in larger Florida metro areas, tends to choke roadways in the urban area during the winter months.”

What's the average cost of housing in Naples, Florida ?

The cost of living in Naples depends on where you live in the town. Of course, housing along the coast will cost more than housing prices further inland.

“As is the case in much of the country, residents in Collier County can expect to pay a premium if they want to live closer to the urban coast, especially in wealthy cities like Naples and Marco Island. Closer to the area’s rural interior, meanwhile, the cost of living drops,” the report says.

“With generally high property values, local municipalities in the area largely rely on property taxes as a primary revenue source. Those taxes vary depending on whether residents live in the county’s two cities, Naples and Marco Island, or Collier’s unincorporated area.”

Here are some quick statistics about Naples that appeared in the study:

Metro population: 122,578
Median home price: $577,796 (according to the study, the national average is around $281,900)
Median monthly rent: 1,754
Median age: 53 years old
Median household income: $98,120
Unemployment rate: 3.57%

Which cities in Florida are best to live in?

Florida’s west coast cities swept the top five. Sarasota ranked in second place, Pensacola in third, Tampa in fourth and Fort Myers placed fifth-best.

Orlando ranked toward the bottom of the top 10, as the eighth-best, and Miami didn’t place in the top 10, landing in the top 14 instead.

Here’s the list of the top 14 best cities to live in Florida , according to U.S. News and World Report:

Melbourne
Jacksonville
Tallahassee
Port St. Lucie
Daytona Beach

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