A strong foundation to any social listening research initiative requires a centralized and meticulous query process. Microsoft's Social Intelligence Practice (SIP) spent a year reinventing the way in which social data is sourced for analytics and insights - and queries were at the core of the transformation. To meet the changing and competing needs of campaign, commercial, and consumer stakeholders, the SIP team rolled out a centralized query framework across Microsoft to address the issue of fragmented data and ensure global teams were leveraging relative data sets. Today, SIP is the gold standard for all social listening queries. Join this session to learn about what this means to Microsoft, how it's changed their social intelligence research strategy and how you can apply these learnings to your organization.