{"id":329130,"date":"2010-02-17T00:00:44","date_gmt":"2010-02-17T05:00:44","guid":{"rendered":"http:\/\/gigaom.com\/?p=99666"},"modified":"2010-02-17T00:00:44","modified_gmt":"2010-02-17T05:00:44","slug":"long-tail-inventory-boosts-other-sales-yahoo","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/329130","title":{"rendered":"Long Tail Inventory Boosts Other Sales: Yahoo"},"content":{"rendered":"

<\/p>\n

\"\"<\/a>The benefits of the long tail may go beyond selling large quantities of niche items. Having a comprehensive inventory makes your customers more satisfied and more likely to patronize you again, according to a\u00a0new paper from Yahoo<\/a> presented earlier this month at a web search and data mining conference<\/a>.<\/p>\n

The Yahoo research came out of data sets of users’ Netflix and Yahoo Music ratings and Yahoo search and Nielsen-measured browsing behavior. It turns out that a little extra inventory goes a long way. Yahoo’s scientists found, for instance, that movies that attracted only 2 percent of demand had the potential to grow the Netflix customer base by 7 percent as a result of attracting newly satisfied customers. They also found that\u00a0fulfilling an additional 1 percent of consumption in the tail of search queries yielded a 6 percent increase in the number of people who were very satisfied with search result inventory.<\/p>\n

The kind of inventories you can find at big-box retailers or in the top 10,000 web sites leave out somewhere between 13 and 34 percent of consumption, depending on the category, and Yahoo’s scientists proved out theories of a material value in satisfying those long tail customers. And further, they found that everybody is really a long tail customer — we all have some niche we want scratched. Yahoo’s scientists did admit that their results may actually be more validating for other people’s businesses, like Amazon Marketplace and Half.com.<\/p>\n

Their conclusions:<\/p>\n

“Tail availability may boost head sales by offering consumers the convenience of ‘one-stop shopping’ for both their mainstream and niche interests.”<\/p>\n

“Return on investment of niche products goes beyond direct revenue, extending to second-order gains associated with increased consumer satisfaction and repeat patronage.”<\/p><\/blockquote>\n

\"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/p>\n

\n<\/img><\/a> <\/img><\/a> <\/img><\/a> <\/img><\/a> <\/img><\/a>\n<\/div>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

The benefits of the long tail may go beyond selling large quantities of niche items. Having a comprehensive inventory makes your customers more satisfied and more likely to patronize you again, according to a\u00a0new paper from Yahoo presented earlier this month at a web search and data mining conference. The Yahoo research came out of […]<\/p>\n","protected":false},"author":673,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-329130","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/329130","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/673"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=329130"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/329130\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=329130"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=329130"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=329130"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}