Facebook Opens Its Own Private Firehose
Facebook yesterday unleashed a new data offering that will, for the first time, allow third parties to access aggregated and anonymized data about the online activities of Facebook users. Called “Topic Data,” the service is only available to select American and British companies via Facebook’s partner DataSift.
As Facebook explains in a blog post, the new data service will allow marketers to see what Facebook users are saying about events, subjects, brands, and activities, for the purpose of helping them better market their products on Facebook and other channels.
There are many potential uses for Topic Data. Facebook gives the example of a company selling hair de-frizzing product. With Topic Data, they “can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.” It could also be used by a fashion retailer who wants to understand what the target audience is talking about to make decisions about which product to stock.
This type of data has been available from third parties before, Facebook says. For example, the Facebook Graph API surfaces the public Facebook posts that match a given query. However, these other methods often are inadequate for large-scale marketing activities. “The sample size was often too small to be significant and determining demographics was nearly impossible,” Facebook notes in its blog.
Now, through its partnership with DataSift, Facebook is offering to give customers data about all of the activity around a given topic–stripped of the identifying bits, of course (and not including any data from Messenger, its online chat service). “That means marketers get a holistic and actionable view of their audience for the first time,” the social media giant says.
DataSift has become one of the leading providers of curated social data feeds. The company currently has partnershps with more than 20 social media news, and blog networks, and counts more than 1,000 customers of its “Human Data” platform.
“The partnership with Facebook leverages DataSift’s technology to aggregate and deliver summary results from topic data, enabling developers to build innovative marketing applications that surface insights into what audiences are saying on Facebook,” Nick Halstead, the founder and CEO of DataSift, says in a blog post.
Halstead says DataSift created a new API within its platform called PYLON to allow customers to access the Facebook data. According to DataSift, PYLON will cull data from both public and non-public posts, include engagement data (such as likes, shares, and comments), and analyze links and hashtags. Demographically, the PYLON API will give marketers access to more than 60 attributes, such as gender, age range, and self-declared location.
The data will be anonymized, of course, so marketers won’t be able to use DataSift’s PYLON to engage in direct or targeted marketing to individuals. To be made available, aggregated data must be based on the posts of at least 100 individuals. “This ensures no individual can be identified based on data returned,” DataSift says.
Considering that, every day, there are billions of posts, likes, and comments made on Facebook, one would think there would be plenty of data to summarize through PYLON. This aggregated data should be enough to give marketers a detailed look at the big picture around specific topics or products.
July 2, 2020
- Anaconda Releases 2020 State of Data Science Survey Results
- Big Data Analytics Among Top Three Deployment Priorities for Enterprises, Says Frost & Sullivan
- Informatica Acquires Compact Solutions
- Confluent Announces Infinite Retention for Apache Kafka in Confluent Cloud
- BP Invests $5M in Geospatial Analytics Software Company Satelytics
- Data Visualization Gets Artificial Intelligence Boost with $5M NSF Grant
- LSU CS Professor Studies COVID-19 Disparities on Social Media
July 1, 2020
- OmniSci Powers New Website Enabling Public to View House-by-House Information On Flint Water Crisis
- Aerospike Adds New Partners to Meet Growing Demand in APAC Region
- Informatica, The ADAPT Research Centre Collaborate to Accelerate AI Research, Development
- Huawei’s Data Virtualization Engine openLooKeng Goes Open Source
- Zoic Labs Creates Interactive Data Visualization Tool, Connecting Scientists with COVID-19 Research Data
- Noodle Partners and Stevens Institute of Technology Address Shifting Demand with Online Programs
- Decisions, NLP Logix Partner to Deliver Machine Learning Capabilities to Business Process Management
- UMass Amherst Awarded Federal Grants to Support Research to Improve Pandemic Forecasting
- Yellowbrick Makes Cloud Disaster Recovery Service, New Features Generally Available
June 30, 2020
- Hitachi Vantara Names Gajen Kandiah as New CEO
- Ahana Announces Linux Foundation’s PrestoDB Now Available on AWS Marketplace and DockerHub
- Fivetran Raises $100M in Series C Financing Round
- American Family Insurance Data Science Institute Awards ‘Mini Grants’ to Advance Data Science
Most Read Features
- Big Data File Formats Demystified
- How to Build a Better Machine Learning Pipeline
- Nvidia Destroys TPCx-BB Benchmark with GPUs
- BI Tools — Are They Enough to Build a Data-Driven Culture?
- How COVID-19 Is Impacting the Market for Data Jobs
- Databricks Brings Data Science, Engineering Together with New Workspace
- What Is a Data Cloud? And 11 Other Snowflake Enhancements
- Understanding Your Options for Stream Processing Frameworks
- MongoDB Steps Up Game with MongoDB Cloud
- SAS Provides Big Data Solutions for… Bees?
- More Features…
Most Read News In Brief
- New Report Ranks Countries by COVID-19 Safety
- New Map Shows Hundreds of Counties in the COVID-19 Endgame — and Thousands on the Uptick
- Spark 3.0 Brings Big SQL Speed-Up, Better Python Hooks
- IBM Brings Back a Netezza, Attacks Yellowbrick
- Blurred Lines: SAS and Microsoft To Go Deep in Analytics Partnership
- U.S. Special Ops Launches $600M Analytics Effort
- NIH Launches Massive Initiative for COVID-19 Patient Data Analytics
- War Unfolding for Control of Elasticsearch
- AWS Upgrades SageMaker Labeling Tool
- PrestoDB Hits Fork in the Road as Startup Gains Venture Funding
- More News In Brief…
Most Read This Just In
- HSBC Joins Data Privacy Firm Privitar’s Series C Financing Round with $7M Investment
- D2iQ Unveils KUDO for Kubeflow to Accelerate Enterprise-Grade Machine Learning on Kubernetes
- SAS Debuts Tools to Gauge Risks and Impacts of Reopening
- The Linux Foundation Cloud Engineer Bootcamp Announced
- Technology Aims to Provide Cloud Efficiency for Databases During Data-Intensive COVID-19 Pandemic
- Databricks Introduces Delta Engine, Acquires Redash
- Cloudera Debuts its Cloudera Data Platform Private Cloud
- Alation Launches Data Governance Initiatives
- New Actian Vector for Hadoop Enables Real-time and Operational Analytics
- MariaDB Announces the General Availability of MariaDB Community Server 10.5
- More This Just In…