Data driven storytelling has enabled Microsoft to significantly improve its customer engagement, driving a greater level of commercial accountability and success for the marketing team.

Improving key customer metrics

Using Metia Content Resonance System (CRS), has helped Microsoft lift performance of key metrics. Traffic, click through rates, engagement and event attendance have all increased and win rates are four to seven times greater where customer’s engage via social channels.

“Today the customer is in charge of their own journey. They do their own research into their business challenges or needs. They come to us armed with information through the channels they prefer, whenever they are ready to engage,” said Microsoft’s UK Digital Lead Catherine Wignall.

Tuning into the language of customers

CRS surfaces organic conversations in any public digital space. Using data analysis techniques, CRS identifies the business challenges that customers are researching, the insight they are seeking, the information they are sharing and the specific language they are using. It evaluates Microsoft’s resonance within topics versus its competitors, and identifies emerging white space opportunities for new conversations.

Microsoft uses Metia’s CRS as a continuous study. The CRS output is used for quarterly campaign planning and strategy. It enables the marketing team to understand how well it is delivering resonant content across different channels, making optimization recommendations and ensuring content is relevant and discoverable.