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

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