SEER: marketing intelligence tool

Situation

As Microsoft was preparing to launch its Windows Live suite of products – some transitioning from MSN, some brand new – it believed monitoring chatter in the increasingly crowded and competitive online space was critical. Overall, Microsoft wanted to get a feel for how customers were responding to this new mix of products, as well as keeping tabs on its competitors.

Approach

With SEER’s help, relevant web sites were identified, which primarily fell into two groups: 1) those that drew general technology enthusiasts who might be interested in all Windows Live products and 2), those that were more product-specific for IM, search, and so on. These sites were categorized based on affiliation (Microsoft internal, competitor or unaffiliated), and on sentiment (generally positive, generally neutral or generally negative). From those parameters, an ecosystem was mapped and key term groups were monitored.

Outcome

Insight developed from SEER findings helped inform and guide the evolution of Windows Live. Integrated decision making and shared qualitative and quantitative reporting with various disciplines (PR, product development, relationship marketing) was also strongly encouraged.

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