Facebook Tests Software to Track Your Cursor on Screen
Photo Credit: Wall Street Journal Facebook Inc. is testing technology that would greatly expand the scope of data that it collects about its users, the head of the company’s analytics group said Tuesday.
The social network may start collecting data on minute user interactions with its content, such as how long a user’s cursor hovers over a certain part of its website, or whether a user’s newsfeed is visible at a given moment on the screen of his or her mobile phone, Facebook analytics chief Ken Rudin said Tuesday during an interview.
Mr. Rudin said the captured information could be added to a data analytics warehouse that is available for use throughout the company for an endless range of purposes–from product development to more precise targeting of advertising.
Facebook collects two kinds of data, demographic and behavioral. The demographic data—such as where a user lives or went to school—documents a user’s life beyond the network. The behavioral data—such as one’s circle of Facebook friends, or “likes”—is captured in real time on the network itself. The ongoing tests would greatly expand the behavioral data that is collected, according to Mr. Rudin. The tests are ongoing and part of a broader technology testing program, but Facebook should know within months whether it makes sense to incorporate the new data collection into the business, he said
New types of data Facebook may collect include “did your cursor hover over that ad … and was the newsfeed in a viewable area,” Mr. Rudin said. “It is a never-ending phase. I can’t promise that it will roll out. We probably will know in a couple of months,” said Mr. Rudin, a Silicon Valley veteran who arrived at Facebook in April 2012 from Zynga Inc., where he was vice president of analytics and platform technologies.
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Photo Credit: Reuters/Robert GalbraithFacebook smashes analyst targets but executive comments spook Street
By Alexei Oreskovic.
Facebook Inc posted strong growth in its mobile advertising business on Wednesday but rattled investors after saying that it did not plan to boost the frequency of ads shown to users.
Shares of the world’s No. 1 online social network soared as much as 15 percent in extended trading before suddenly falling to $47.40, down 3 percent from its $49.10 close. The stock settled at $49.16.
In July, Facebook said it was showing one ad per 20 stories in the newsfeed, but Chief Financial Officer David Ebersman told analysts Wednesday that the current ratio, although slightly higher than 5 percent, would not increase much more going forward.
Ebersman’s comments, combined with remarks suggesting that young teenage users in the U.S. were beginning to use Facebook less frequently, soured the mood abruptly on an afternoon when the company topped Wall Street’s targets with a whopping 60 percent increase in revenue, driven by its accelerating mobile business.
“There seems to be concern about the ad load not going up,” said BTIG analyst Richard Greenfield.
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