Facebook's Information Platform

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At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a presentation was given on Facebook’s information platform. The job of research team at Facebook along with the topic of making research interesting to users is discussed. The presentation is given by Brad Smallwood-Head of Measurement and Insights at Facebook

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Facebook's Information Platform

  1. 1. Facebook’s Information Platform Brad Smallwood Head of Measurement and Insights Facebook
  2. 2. 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
  3. 3. Measurement Research 2011 Roadmap Market Research
  4. 4. Measurement Research 2011 Roadmap Market Research
  5. 5. Measurement Research 2011 Roadmap Market Research The Information Age
  6. 6. Measurement Research 2011 Roadmap A Global Information PlatformGlobal scale and speed• 500M+ people worldwideActive and authentic audience• Real name culture and real world sharing• 1.56B pieces of content shared per day• 110 million status updates per dayMultiple sources of data• Attitudinal, chatter, interests
  7. 7. Measurement Research 2011 Roadmap Market Research
  8. 8. Measurement Research 2011 Roadmap Translation on Facebook
  9. 9. Measurement Research 2011 Roadmap How do we make research interesting to users?
  10. 10. Measurement Research 2011 Roadmap Research Polls
  11. 11. Measurement Research 2011 Roadmap Gathering data in this way changes the data and the research
  12. 12. 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
  13. 13. Measurement Research 2011 Roadmap This requires a different way of thinking about research
  14. 14. Measurement Research 2011 thinking A different way of Roadmap of market researchData source 1 Linking variablesData source 2 Linking variables Bias-correction Adjusted dataset dataset [...]Data source n Linking variables
  15. 15. Nielsen’s Online CampaignMeasurement Research 2011 Roadmap Ratings
  16. 16. 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
  17. 17. Measurement Research 2011 Roadmap So what’s next?
  18. 18. Thank You

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