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How Microsoft’s Analytics Strategy Might Evolve With a TikTok Buy

August 24, 2020

Via: CMSWire

When it came to analytics services, I wrote off Microsoft long ago. At the time it was vying with Google for internet supremacy among consumers, as an attempted extension of its ubiquitous operating software, Windows.

Time has passed. And while Windows is still around, Google’s runaway success with its Google Analytics platform, combined with its domination in online search, made Bing a far distant second place choice for consumers. It also created a barrier for Microsoft to launch an analytics product, a natural complement of search and digital ads. Even Adobe leapfrogged into a competitive marketplace position, seemingly sealing Microsoft’s analytics fate when it acquired Omniture back in 2009.

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