Facebook's Information Platform
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The document outlines Facebook's measurement research roadmap, highlighting the importance of data in running its advertising marketplace and improving measurement techniques. It details various data types on the platform, including usage statistics and insights gathered from user interactions, and emphasizes the need for innovative research methods. The document also touches on the application of this data in assessing advertising effectiveness, illustrated through a case study on movie attendance.
![Measurement Research 2011 thinking
A different way of Roadmap of market research
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Data source 2
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Facebook's Information Platform
- 2. Facebook’s Information Platform Brad Smallwood Head of Measurement and Insights Facebook
- 3. Measurement Research 2011Facebook The team’s job at Roadmap • Data, data, data • Running the advertising marketplace • Measurement • Working with existing companies and standards to advance research
- 4. Measurement Research 2011 Roadmap Market Research
- 5. Measurement Research 2011 Roadmap Market Research
- 6. Measurement Research 2011 Roadmap Market Research The Information Age
- 7. Measurement Research 2011 Roadmap A Global Information Platform Global scale and speed • 500M+ people worldwide Active and authentic audience • Real name culture and real world sharing • 1.56B pieces of content shared per day • 110 million status updates per day Multiple sources of data • Attitudinal, chatter, interests
- 8. Measurement Research 2011 Roadmap Market Research
- 9. Measurement Research 2011 Roadmap Translation on Facebook
- 10. Measurement Research 2011 Roadmap How do we make research interesting to users?
- 11. Measurement Research 2011 Roadmap Research Polls
- 12. Measurement Research 2011 Roadmap Gathering data in this way changes the data and the research
- 13. Measurement Research 2011 Roadmap Types of data on Facebook Usage o Site usage o Mobile usage o Memes Revealed o Interests (Likes) o Locations (Places) o Chatter (Status updates) Solicited o Research Polls o Facebook Questions o Direct Interactions – Page posts
- 14. Measurement Research 2011 Roadmap This requires a different way of thinking about research
- 15. Measurement Research 2011 thinking A different way of Roadmap of market research Data source 1 Linking variables Data source 2 Linking variables Bias-correction Adjusted dataset dataset [...] Data source n Linking variables
- 16. Nielsen’s Online Campaign Measurement Research 2011 Roadmap Ratings
- 17. Measurement Research 2011Openings Looking at Movie Roadmap using different data Attendance and Weekend Gross 50% $250 % intending or reporting attendance 40% $200 Opening weekend gross (millions) 30% $150 20% $100 10% $50 0% $0 Did you go to the movies this weekend? - Monday morning; r = .89 with gross Weekend Gross
- 18. Measurement Research 2011 Roadmap So what’s next?
- 19. Thank You