Using AI to track ROI
We built a custom platform that analyses partner content using AI, helping Microsoft see which efforts deliver real value.
Microsoft Corp, based in Seattle, is the parent company of all Microsoft subsidiaries around the world. They direct global operations.
Challenge
Fifty Five and Five has an ongoing partnership with many parts of Microsoft – we have been working with them since day one of the company. Our relationships with the corporate Partner Marketing teams in the US and UK are very strong.
On one of our many visits to Seattle, we got chatting to some of the teams about the day-to-day challenges they face. One of the most fundamental issues they have is putting ROI on the marketing development funds (MDF) they give to partners around the world. Naturally, they decided to enlist Fifty Five and Five's B2B web development expertise and creativity to solve these challenges.
Solution
We developed a bespoke web platform that allowed Microsoft to scan, analyse and score Partner marketing efforts at scale. Our product, 'The Partner Benchmarking Tool', was able to analyse data from thousands of companies and tens of thousands of channels. It used a combination of machine learning and AI algorithms to deliver real time insights.
It did this by running over 40 tests across all types of content. Not only can it check spelling and grammar, but it can also check the complexity of language and tone. It can report SEO signals and find technical errors and bugs in page code.
Ultimately it was able to answer the question... 'Did giving marketing funds to this company result in better outcomes for us?'
Outcome
For the first time ever Microsoft was able to look objectively at their use of MDF funds and understand the return on investment. We gave them a state of the art AI platform that generated insights they couldn't get anywhere else.
Microsoft has always worked with partners to understand the financial performance of the partnership. With this exclusive platform from Fifty Five and Five they can now understand the partners marketing performance.
Fifty Five and Five have developed an AI marketing platform that totally changes the game when it comes to understanding our financial investment in partners.
