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

Photo: Getty
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Labour's unstoppable force meets its immovable object

Team Corbyn are confident. But so are their opponents.

If you come at the king, you best not miss. And boy, have they come at him: over 40 resignations from the opposition frontbench and a motion of no confidence in Jeremy Corbyn’s leadership that both loyalists and rebels expect to pass easily.

What happens next? The ruling executive of Momentum, the organising force behind Jeremy Corbyn’s supporters in the party grassroots, met Corbyn in his office late last night. It would be overstating it to say that the mood was jubilant but Corbyn and his allies are confident of victory in the struggle for supremacy. “Game on,” texted one senior figure. “He won’t stand down,” another told me, “He feels he owes it to the membership to let them decide.”

Within Team Corbyn, they remain convinced that the shadow cabinet “are going to war without an army”, in the words of one insider. Others are already looking forward to the policy conference of Labour and Britain’s largest trade union, Unite, where there is a chance the union may adopt a policy of supporting mandatory reselection of Labour MPs.

Are they right? Having called and spoken to party members, it is certainly clear that Corbyn’s standing among the membership is not quite as high as it once was.

But members are unclear what they want next – several mentioned Keir Starmer, although my instinct that is largely because, as one member conceded, he is still very much a “blank slate” on which the hopes of the party’s electorate can be projected. What most want is someone who would retain much of the politics but with greater competence – the Vice News documentary seems to have done more damage than the referendum on the whole – and without the thirty years in politics for the right-wing press to pick over. The difficulty is that it is hard to see a politician in the parliamentary Labour party answering to that description or even close to it. While for the rebels, finding a winner is no longer the priority, surviving a snap election in October is, loyalists in the PLP and the grassroots are either unconvinced that the result will be heavy defeat, or unconvinced that any of the replacements would do better.

The difficulty for Corbyn’s critics is, rather like Labour under Ed Miliband, although they might be the repository for people’s irritation and uncertainty, there are few making a positive choice to vote for any of the available candidates. My instinct is, if Corbyn is on the ballot, the polls might show a tighter picture, he might have a tougher time on the campaign trail that he did last time, and he might have a closer fight as far as constituency nominations were concerned, but he would ultimately win, and win easily.

That’s before you get into Momentum’s ability to expand the electorate further.  Although appearing at last night’s rally was criticised by some journalists and cost Corbyn’s team at least one frontbencher, who, while keen to avoid prolonging the fighting, didn’t want to endorse the attacks on his colleagues in the parliamentary party, ultimately the petitions in support of Corbyn and the impromptu rally have given them more data to go out and recruit people to vote in the next leadership election, more than making up for any loss of support within the party-as-it-is.

But – and it’s a big “but” – I’m not convinced that Corbyn will make it to the ballot.

The party’s legal advice, from the party’s lawyers, GRM Law, is that Corbyn will have to secure 50 nominations to make the ballot, just as any challenger will. My feeling, with MPs of all parties convinced that there will be an election in October as soon as the new Conservative leader is in place, is that pressure from activists to nominate Corbyn will be less fruitful than it was in 2015. (That said, Labour MPs are skittish.) 

The Labour leadership themselves have obtained legal advice showing the reverse from Doughty Chambers. But whichever way the NEC rules, neither side will be able to take it to the courts. Most legal professionals estimate that Labour, like a trade union or a private members’ club, is exempt. “You accept the rules of the club when you join the club,” and that’s the end of it. My impression is that the judiciary would be reluctant to get involved.

The difficulty with predicting what happens next is it brings two of Labour’s iron laws into direct conflict: Labour never gets rid of its leader, and Tom Watson always wins. And I don’t think anyone is sure which of those laws is going to end up broken.

Stephen Bush is special correspondent at the New Statesman. He usually writes about politics.