Microso: how they got mobile with data Microsoft needed to know what impact their marketing activity was having so they would know where to focus investment. After acquiring Nokia’s mobile device business in 2014, Microsoft became a leading telecoms player overnight. While this gave them a strong foothold, they were keenly aware that, as new players in the market, they would need to invest in building their brand to capitalise on their position. Microsoft saw great potential in business buyers as its software oering meant it could deliver a seamless experience across the Windows eco-system. The Challenge Key problems But rst, they needed to know what business buyers thought of their brand, monitor any changes in those perceptions and quantify exactly what impact their marketing activi

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