Microsoft has acquired the marketing automation software company MarketingPilot. According to the press release, the new acquisition will be integrated into the Microsoft Dynamics CRM suite. MarketingPilot specialized in software that addresses marketing management demands ranging from insight into customer needs to automation of multi-channel marketing campaigns. MarketingPilot appears to provide strong analytics capabilities that can reveal the return on marketing investment for each campaign. This appears to be the key motivation for the acquisition. As more and more customer relationship management (CRM) products are aspiring to become social and benefit from these new channels of communication, Microsoft is hoping to assess the effectiveness of each campaign as well as its medium of delivery.