Yahoo buying Tumblr? It's just the start

The data turf war.

When a small impactful start-up is acquired by a sizeable market player, the inevitable questions of why and what for ensue. Yahoo did this on Monday when it announced the acquisition of Tumblr, for a staggering $1.1bn. The microblogging site, whilst a keen media player, has only posted revenues of $13m. So with motivations unlikely to be financial, this leaves us to look at Tumblr’s other key asset: Customers - which = DATA.

Data has quickly become the currency of the internet and the marriage of both social and interest data is a very powerful commodity. Being able to merge and stitch together data is something all organisations are increasingly looking for, as it brings genuine insight into audiences and their respective preferences. This level of understanding enables brands to market in a much more relevant and scaled fashion, something that can bring about an entire change in the marketing department's  relationship to both their internal and external customer. So, in Yahoo's case, its recent focus on becoming a lifestyle business must be data driven and it’s this insight that they stand to gain through Tumblr.

Whilst this is a clear turning point in the direction of Yahoo’s business strategy, the wider impact is much more interesting with the acknowledgement that data, and the insight it generates, can transform organisations. It’s not the first time that this data land-grab has occurred. Let us not forget when Facebook bought Instagram for a cool billion dollars, with only 13 employees, Google acquired Wildfire, and Salesforce are integrating Buddymedia; the motivation was the same - access to data to effectively target consumers based on their interests, eliminating the need for clusterbomb marketing.

Monetising and creating the system to mine data for insight, is the direction in which marketing and media is headed. Today, online media has become a commodity and the data held on it is now the currency to trade. This is a powerful position for social currency traders and platform enablers, as they can unlock the potential held within brands. So applying a revenue model that intelligently connects content and the consumer, with a brand they want to be engaged with, at their convenience, is an impactful entity and one that large media players are moving towards.

Where the internet of old had more of a database function, the passage of time has shown that it is maturing into a playground where data can be readily shared and responded too. Gone are the days when content was consumed in a silo. Now it’s shared, openly and discussed at length with any numbers of audiences, globally. These conversations, coupled with a more connected approach to life and advances in technology have created a consumer shift, so powerful that brands need to realign their business thinking. Data means knowledge and that, complemented with a dynamic brand proposition can be transformational.

It will be interesting to see how Yahoo works with Tumblr to reposition itself over the coming months. Clearly Tumblr’s power lies within the insight it can provide and if this data is used wisely, we could see Yahoo returning to 'darling' status once more. Don't be swayed by city commentators reflecting on the tech sector massacre in 2000, because the real success story here is not, as you might expect, the start-ups getting acquired or even the big players realising they need more than scale and brand loyalty to succeed; it’s arguably the wider tech industry. Where once software ruled; industry is now moving towards a more customer centric view of the world, using data to intelligently understand audiences and their needs in a super-fast, connected planet. This programmatic shift is one that is arguably more impactful and will drive business to the next level.

Rupert Staines is European Managing Director at RadiumOne

Marissa Mayer. Photograph: Getty Images

Rupert Staines is European Managing Director at RadiumOne

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The footie is back. Three weeks in and what have we learned so far?

Barcleys, boots and big names... the Prem is back.

Another season, another reason for making whoopee cushions and giving them to Spurs fans to cheer them up during the long winter afternoons ahead. What have we learned so far?

Big names are vital. Just ask the manager of the Man United shop. The arrival of Schneiderlin and Schweinsteiger has done wonders for the sale of repro tops and they’ve run out of letters. Benedict Cumberbatch, please join Carlisle United. They’re desperate for some extra income.

Beards are still in. The whole Prem is bristling with them, the skinniest, weediest player convinced he’s Andrea Pirlo. Even my young friend and neighbour Ed Miliband has grown a beard, according to his holiday snaps. Sign him.

Boots Not always had my best specs on, but here and abroad I detect a new form of bootee creeping in – slightly higher on the ankle, not heavy-plated as in the old days but very light, probably made from the bums of newborn babies.

Barclays Still driving me mad. Now it’s screaming from the perimeter boards that it’s “Championing the true Spirit of the Game”. What the hell does that mean? Thank God this is its last season as proud sponsor of the Prem.

Pitches Some groundsmen have clearly been on the weeds. How else can you explain the Stoke pitch suddenly having concentric circles, while Southampton and Portsmouth have acquired tartan stripes? Go easy on the mowers, chaps. Footballers find it hard enough to pass in straight lines.

Strips Have you seen the Everton third kit top? Like a cheap market-stall T-shirt, but the colour, my dears, the colour is gorgeous – it’s Thames green. Yes, the very same we painted our front door back in the Seventies. The whole street copied, then le toot middle classes everywhere.

Scott Spedding Which international team do you think he plays for? I switched on the telly to find it was rugby, heard his name and thought, goodo, must be Scotland, come on, Scotland. Turned out to be the England-France game. Hmm, must be a member of that famous Cumbrian family, the Speddings from Mirehouse, where Tennyson imagined King Arthur’s Excalibur coming out the lake. Blow me, Scott Spedding turns out to be a Frenchman. Though he only acquired French citizenship last year, having been born and bred in South Africa. What’s in a name, eh?

Footballers are just so last season. Wayne Rooney and Harry Kane can’t score. The really good ones won’t come here – all we get is the crocks, the elderly, the bench-warmers, yet still we look to them to be our saviour. Oh my God, let’s hope we sign Falcao, he’s a genius, will make all the difference, so prayed all the Man United fans. Hold on: Chelsea fans. I’ve forgotten now where he went. They seek him here, they seek him there, is he alive or on the stairs, who feckin’ cares?

John Stones of Everton – brilliant season so far, now he is a genius, the solution to all of Chelsea’s problems, the heir to John Terry, captain of England for decades. Once he gets out of short trousers and learns to tie his own laces . . .

Managers are the real interest. So refreshing to have three young British managers in the Prem – Alex Neil at Norwich (34), Eddie Howe at Bournemouth (37) and that old hand at Swansea, Garry Monk, (36). Young Master Howe looks like a ball boy. Or a tea boy.

Mourinho is, of course, the main attraction. He has given us the best start to any of his seasons on this planet. Can you ever take your eyes off him? That handsome hooded look, that sarcastic sneer, the imperious hand in the air – and in his hair – all those languages, he’s so clearly brilliant, and yet, like many clever people, often lacking in common sense. How could he come down so heavily on Eva Carneiro, his Chelsea doctor? Just because you’re losing? Yes, José has been the best fun so far – plus Chelsea’s poor start. God, please don’t let him fall out with Abramovich. José, we need you.

Hunter Davies is a journalist, broadcaster and profilic author perhaps best known for writing about the Beatles. He is an ardent Tottenham fan and writes a regular column on football for the New Statesman.

This article first appeared in the 27 August 2015 issue of the New Statesman, Isis and the new barbarism