Microsoft today announced that it has changed the name of its broadcast-oriented polling tool from Bing Pulse to Microsoft Pulse. The rebrand is meant to reflect that the tool now integrates with several Microsoft technologies, including Power BI, OneNote, and Azure Media Services.

The launch comes a year after Bing Pulse hit version 2.0 with the introduction of a cloud-based self-service option.

Microsoft is today showing a few improvements to the tool, including a greatly enhanced Snapshot application programming interface (API) that allows developers to pull data from Microsoft Pulse into Microsoft’s own Power BI tool or other business intelligence software. Previously it was only possible to use the API with broadcast-specific technologies.

It’s easy to get the API key from the revamped dashboard. People running polls with Pulse can either keep data visualizations to themselves or publish them to larger audiences, Dritan Nesho, the head of Microsoft Pulse, told VentureBeat in an interview.

And producers can now pull up more granular survey results than ever before. “Now I want minute 51 to 52 — give me that data,” Nesho said, as an example.

Microsoft Pulse customers include CNBC, CNN, MSNBC, and Sky News.

Next year, the Microsoft Pulse product team will explore the possibility of adding content beyond live broadcasts — something Nesho called “asynchronous voting.”

A statement has more on today’s rebrand.