Analytical Facebook fanbase tool developed
Business intelligence company, MicroStrategy has launched ‘Wisdom’ - an analytical tool for profiling and segmenting Facebook fanbases.
Wisdom takes data directly from Facebook’s Open Graph, subject to user permission, and allows brands to profile and segment their fans based on both demographic data and unstructured information such as wall posts.
Loyalty scheme managers can use Wisdom to cross reference customer loyalty systems with their Facebook fan data, giving insight beyond customers’ purchasing habits into their lifestyles and interests.
“As marketing becomes more targeted, the successful brands will be those that can most precisely tailor their offer to their customers' situations, whether that's due to a change in status, new job, house move, or just when they're travelling,” says Karl-Heinz Land, chief social media evangelist at MicroStrategy.
“This means developing a detailed understanding of a brand's fans, as well as being able to engage directly with them, which calls for a much more focused approach than either broadcast ads or banners.”