Contentsquare scales customer experience with Microsoft Marketplace

In the race to deliver seamless digital experiences, companies are searching for tools that not only measure customer behavior but also translate those insights into business growth. Few know this challenge better than Contentsquare, the Paris-based experience intelligence firm whose platform is used by 2,500 Enterprise brands and over a million websites worldwide to optimize user interactions.

As Contentsquare expanded globally, one problem persisted: reaching enterprise buyers at scale. The company had the technology, but without the right partner, its go-to-market motion risked stalling. In 2022, Contentsquare chose to deploy its platform on Microsoft Azure, using Azure’s cloud services and Microsoft Marketplace as the foundation for enterprise delivery.

The growth dilemma

Contentsquare’s technology was already in high demand, but enterprise sales cycles are long, complex, and often built on trusted vendor relationships.

“Even the best product doesn’t sell itself at the enterprise level,” said Mike Marzano, Global Head of Cloud, Data & Platform Alliances at Contentsquare. “We needed a cloud platform that could support scale, secure operations, and integrate easily into our customers’ digital environments.”

That urgency was amplified by the needs of Contentsquare’s core industries (retail, financial services, and telecommunications), where digital leaders are under pressure to deliver personalized and frictionless experiences. Yet, as Marzano noted, only 12% of digital and product leaders believe they’re providing customers with truly personalized, engaging experiences. “That means 88% of the market still sees a massive gap, and that’s the opportunity.”

Leveraging Azure technology

By deploying its platform on Azure, Contentsquare enhanced its capabilities across multiple layers:

Data Ingestion & Storage – Using Azure Data Lake Analytics and Azure Synapse Analytics, Contentsquare captures and organizes every interaction in real-time (hovers, scrolls, clicks).

AI Enrichment – Azure Machine Learning and Azure Cognitive Services process behavioral and survey data to generate predictive insights, pinpointing the most impactful areas for optimization.

Security & Compliance – Azure's enterprise-grade security, compliance certifications, and data privacy tools allowed Contentsquare to meet stringent client requirements across global markets.

Accelerated Sales & Deployment – Microsoft Marketplace enabled faster adoption with standardized contracts, co-sell visibility, and financial incentives like Multi-Year Azure Consumption Commitments (MACCs), accelerating customer onboarding.

“The combination of AI services and scalable infrastructure on Azure enables Contentsquare the ability to deliver customer insights far beyond traditional web analytics,” Marzano explained. “It is actionable intelligence delivered at enterprise scale.” 

What it all means for customers

For enterprise clients, the partnership delivers practical benefits: easier procurement through Microsoft Marketplace, access to sponsorship funds that make adoption cost-effective, and seamless integration with Microsoft’s broader ecosystem.

By using Contentsquare on Azure, businesses gain insights across every user interaction, enriched with AI and correlated with backend performance and survey data. This depth of analytics allows brands to act quickly on friction points, optimize journeys, and personalize experiences in real-time.

The road ahead

The momentum comes at a pivotal moment. Contentsquare recently announced its acquisition of Loris AI, a conversation intelligence company, signaling a push into analyzing real-time conversations alongside clicks and page views. 

Leveraging Azure’s AI and data services, this capability could redefine how businesses measure and manage customer experience across digital and conversational channels.

“With Azure, we have the infrastructure, AI capabilities, and global reach to scale rapidly and deliver new intelligence layers for our clients,” Marzano said. ”AI can help identify issues today, implement changes tomorrow, and revisit results the day after. That’s the future of digital experience.”

Jonathan Cherki, founder and CEO of Contentsquare, emphasized the importance of Azure for trust and long-term innovation. “Privacy is a very important pillar for Contentsquare. When we pick a partner, we need the highest level of security. Microsoft Azure delivers that, which is critical as we scale the future of digital.

Find out more about Contentsquare on LinkedIn and YouTube.