Advancing Analytics at Microsoft Advertising
summary
Microsoft Advertising combines Cosmos consumer logs and campaign logs, builds a simple web UI scheduler that runs queries on huge clusters and returns Excel workbooks by email, and exposes an Excel add-in plus Power View for analysts. Teams split into BI (APIs, cubes) and media analysts; analysts spend 75% of time mining data. Concrete outputs: demographic and “day‑in‑the‑life” profiles for an active‑trader audience, CTR and exposure‑to‑brand‑search impact analyses, plus frequency curves—prioritize repeatable scenarios and prove business impact before engineering work.
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chapters (11)
- 0:00Introduction
- 1:26Microsoft Advertising overview
- 4:16Analytics and insights in ads
- 6:01Challenges in customer analytics
- 10:22Bridging marketing and engineering
- 12:51Microsoft’s data platform
- 15:40Data workflow and reporting
- 19:11Example scenarios
- 26:21Audience insights and metrics
- 29:11Lessons learned
- 33:10Q&A
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