Abstract:

Customer lifetime value is critical. At Microsoft, marketing research is transforming how we understand and market to customers. We connect disparate data and apply traditional and new expertise to create value across our ecosystem. This paper outlines the research journey to influence, change management, and impact trough the creation of the LTV initiative. Microsoft Consumer Lifetime Value is a fundamental shift in our approach to understand the core consumer, moving from a siloed product view to a rich multi-product ecosystem.