The culture of Microsoft’s advertising-research team

This event report addresses how Microsoft, the technology group, ensures its advertising research function delivers the desired results in terms of both mindset and performance.

The culture of Microsoft's advertising-research team

Geoffrey Precourt

In a practice that so thoroughly depends on quantitative reliability, Kajoli Tankha, Microsoft's Director/Advertising Research and Social Intelligence, relies on qualitative attributes to build a marketing-research machine.

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