Moving perceptions = more revenue: Understanding how changes in customer perception can impact revenue across products

Microsoft’s Research and Insights team linked revenue data to customer perception surveys to understand the relationship between the two variables.


Why perception matters

How many times have you wondered whether you are pushing the right perception for an advertising campaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficult to answer and even more difficult to tie to actual revenue or product impact. Marketing researchers seek to find these answers to better inform both campaign strategy and measurement:

  • Is the perception being used in the campaign correlated to revenue generation?
  • Which perception should be optimised based on revenue?
  • When looking at consumer brands, what brand perceptions are most connected to revenue generation?...

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Insights Team
Bray Leino

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