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Microsoft created the midmarket portal, a web site where midsized customers can enter their licenses, and in return Microsoft will ensure that firms optimally manage their licenses. While the exact numbers are proprietary, Microsoft now has a significant fraction of global midmarket companies in its database. The midmarket portal enables Microsoft to provide value to its customers—it provides a service, helping midmarket customers to manage their licenses and save money. In return, Microsoft collects data on the product purchases and can use this information for outbound marketing. As an example, Microsoft does analysis of product preferences to understand the bundles of products customers purchase and what might be a good product offer for a particular customer (see Chapter 9 for the three essential data analysis techniques). As a result of this analysis and targeted marketing, Microsoft saw a more than five times increase in performance of marketing campaigns.