Microsoft recently completed a project that encapsulates those three factors -- a master customer database, containing records for 100 million corporate customers and some 2 billion identities, Briggs said. "That's a big deal."
Outside factors like legal compliance spanning many countries globally make such efforts even more complex. In an effort to keep in line with the rules, Microsoft has a chief privacy officer for every line of its business, Briggs said. "We're fanatical about the privacy of our customers."