Maximizing digital media efficiency using machine learning based targeting

Megan Lau

Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.

Background

Since 2017, Microsoft has been working hard to connect customer usage data with revenue across products and services with a goal of gaining a holistic customer view of cross-product usage and revenue generation contributing to lifetime value. By collaborating with teams across the organization – from engineering to finance and marketing – Microsoft's data science team in Customer Market and Research constructed a database that brings these independent data points together in a single location. This database has helped us build customer-centric insights we have harnessed to create propensity models for new product adoption based on a customer's current...

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