Microsoft’s SMB loyalty program increases revenue through use of analytics

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Orlando, Fla.—Microsoft Corp. has tripled the revenue generated by its small and midsize business direct marketing efforts over the past year through its use of loyalty metrics, according to Jennifer Dorsey, customer loyalty development manager at Microsoft.

Dorsey discussed the results of Microsoft’s loyalty program in a morning session Monday at the National Center for Database Marketing Conference in Orlando.

The program is built on an analytics model Microsoft created with the help of outside vendor Loyalty Builders.

Dorsey said the program also helped achieve quadrupled response rates, a dramatically reduced cost per response and an increase in the number of qualified leads.

—Carol Krol

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