58 • Big Data and Business Analytics
by male and older users, Music by young females, and Sports predomi-
nantly by young males and healthy older females. Not surprisingly, Search
users had high user values, while Music and Sports had very low user values.
One of the obvious strategies to increase customer value is to integrate
the more engaging properties such as Mail or Sports, with better mon-
etized ones, such as Search and Shopping. Implementing features of Mail
Search together with Web Search is an obvious integration tactic, so that
we can have more Mail customers use Search more oen.
Yahoo! e- Mail Retention
Mail was the stickiest service of Yahoo! If customers become Y!Mail
users, the likelihood of their coming back is much higher. Users ...