The core task for the team is to help the decision-makers at Microsoft, who often are marketing and product directors, to get up-to-date information on the wishes, behaviour, and opinions of consumers to support sales and target setting.
“The survey data coming from market research vendors is very raw, so it needs to be “cooked”. The aim of the team is to make the raw, scattered, and sometimes even partial data into as understandable and current as possible for business decisions”, says Matti Uronen, Senior Data & Applied Scientist of the team.
The team has thus developed effective tools and processes to process and confirm the validity of the research data coming from the vendors, to forward it to cubes, and finally get it into digestible reports to various dashboards and analysis services, such as Power BI, and to databases.