Case Study: Microsoft Corporation achieves consistent, scalable marketing ROI and global spend visibility with Allocadia

Microsoft's Journey to Marketing ROI

Microsoft faced a common but hard-to-solve problem: measuring marketing ROI consistently and at scale. Senior Program Manager Harris Thamby led an effort to address fragmented measurement—teams used different metrics and levels of analysis—and the heavy operational burden of manually instrumenting disparate marketing systems across roughly 500 users in 70+ countries.

The team defined a consistent level of granularity and a few common “slicers,” evangelized the model internally, and made Allocadia the system of record with a single activity ID that links performance tools and execution/spend. The result: connected activity and spend data, global visibility and benchmarking, an 88% reduction in manual data entry, 100% of field marketing dollars accounted for, 1M+ leads from planned activities, and improved decision-making.

Microsoft Corporation

Harris Thamby

Senior Program Manager, Sales & Marketing IT – Global Ops