Facebook partners with Epsilon, Acxiom and Datalogix to acquire a more complete profile of the Facebook user base. Specifically - Facebook collects data from the U.S. Census, warranty cards, registration information, the Department of Motor Vehicles, public record information, survey data and other offline sources. Facebook also gathers “U.S. consumer data on where consumers shop, how they shop, what products and brands they purchase, the publications they read and their demographic and psychographic attributes.” DemographicIn addition to more widely available demographic data like gender, relationship status, age and location - Facebook collects data and creates profiles for:
Here are a few examples of the type of targeting Facebook enables: Interest Behavioral
A group of Facebook users that you create in one or a combination of the following ways:
have completed a specific action on your website
people who have taken a specific action (or series of actions) in your app
You can then target even further based on the targeting options above.
Now that you have your custom audiences - you can try to recreate this audience. Exploring Audience Insights is valuable finding new ways to reach your target users - but not the best route for creating a broader target audience. The very best way to find an audience that is likely to respond like your Custom Audience did (signed up for email, visited a website, performed an action in your app) is by asking Facebook to find the most similar users across their network based on all the variables they track. Very cool, insanely useful. You can create a lookalike by reach or precision.
Part Two will introduce Insights, Retargeting and walk thru a few examples of using Facebook for a mobile app campaign.