The Importance of Facebook Analytics and Data Lesson
In this lesson, you will learn more important details in regards to the power of analytics on Facebook and how Facebook is a people-based platform that provides us with a brand new opportunity.
You might be wondering…What do you mean by people based?
Facebook is a different kind of animal. Everything we have access to as advertisers are not based on “cookies” but on REAL human people. A Facebook account is NOT shared with a household. Very few things in life are more private to an individual than his or her Facebook account. That fact alone makes Facebook’s people-based targeting more powerful than any other advertising platform in history.
Why? Because HUMANS, through their interactions with the platform provide real DATA to us advertisers that we can use to leverage our prospecting process on Facebook.
These human interactions are what make Facebook FACEBOOK. Pages people like, engagement with certain posts, interaction with subjects, purchase behaviors, general and specific interests plus everything else in between gives us a WEALTH of DATA we use to put ourselves in front of the right people that will allow us to consequently build relationships.
This is why using the PEOPLE based metrics on Facebook is SO important. You are measuring HUMAN activity and behavior in order to not waste your hard-earned dollars in advertising.
People-based targeting us MANY times more effective than Cookie-based targeting. Cookie-based targeting will never provide you the full picture of the Customer Journey across devices. This full picture is only achievable with people based on targeting which can track an individual no matter what device they are using.
Please take a few minutes to read this information directly from Facebook in regards to what PEOPLE based MARKETING is:
People-Based Marketing: Thinking People-First Planning and Measurement
“The goal of advertising has always been the same: reach the right person, at the right place, at the right time, with the right message—to drive real business results.
However, with the rise of technologies like mobile, people’s time and attention have become more and more fragmented and this has made it difficult for marketers to determine when, where, and how best to reach people. For these reasons, planners and strategists today have a complicated job to determine where to plan and optimize their media towards, most effectively.
So how are we thinking of tackling this increasingly complex reality? Through the lens of people.
At Facebook, we’ve begun to see that people-based marketing strategies result in better planning and measurement across platforms and devices. And while it may be difficult to entirely switch to this strategy today, there are ways we can start down the path to change to help prepare us for the future.
So, what makes people-based marketing different?
Let’s start with a point of comparison. When thinking about planning for traditional mediums—like TV, print, and out of home—marketers look at the people who buy a product, characterize them in terms of their demographics, and then look for “the right place” where they’re spending their time (i.e., Program A on Network B, or, Print Publication C). The goal is to find the right place to advertise while holding everything else constant.
Similarly, for digital planning, marketers first find their target audience but now can be more specific. For example, we can look for Adults 18-34 who are interested in coffee and live in Ohio. Then, we can show this group ads wherever they are on the internet.
With people-based marketing, marketers don’t hold anything constant. We now can find a person instead of large groups like “Adults 18-34” or “people who like coffee” and reach them on whatever device or platform they may be on. Because today, reach and attention is fragmented across devices and platforms. Every one of these variables will change with every exposure, and planning for people for where they are will allow marketers to efficiently achieve and scale the goal of showing the right ad, to the right person, at the right time.
People-based Measurement and Planning in Action
In order to plan for people, there is a need to understand where people are spending their time and the impact of different marketing strategies. Measuring channels in silos limit your visibility into the full impact of your advertising efforts. People-based measurement results can help inform the entire marketing lifecycle, across devices and channels. With people-based data and tools, marketers are able to tie actions directly to real people wherever they may be and close the measurement gaps that exist with traditional cookie-based measurement—which doesn’t capture the full consumer journey.
Facebook measurement tools, for example, are based on insights from people and give marketers the ability to measure campaigns on and off Facebook, on both desktop and mobile devices, and in an online environment. When looking at attribution and reach, this approach gives marketers a holistic look at their advertising performance—something not possible to do before.
Planning People First
Measurement results shouldn’t be isolated to the end of the campaign, with the people-based measurement you can more fully inform the campaign planning process to support decisions from the start. With better insight into where people are and an understanding of the channel or a platform’s media performance, we can reach the right people wherever they may be to capture the most potential impact.
Plan for people
Use the insights you gain via people-based measurement to plan your campaigns, reach the right people at the right time, and drive business results.”