Chicago

April 2-3, 2019

Chicago
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From Measuring Share to Measuring Velocity: Understanding Market Dynamics in a Rapidly Transforming Marketplace

For Microsoft, the commercial product space has transformed from products that shipped in boxes to services that operate more like a utility. Measuring the impact of its product in the market had to change as well, which required digital transformation in how we collected data, analyzed information and drove impact among stakeholders. Microsoft had to move from measuring a scalar concept (market share) in a space with relatively easily obtainable data to measuring a vector concept (instances and consumption), which required innovation in creating and cultivating new data sources and moving an organization to change its mind-set on how it measures what matters in the marketplace.


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