Facebook F8: Omni-Channel Analytics And Other Enhancements
The dust is settling after F8 and everyone now knows that the main topic of conversation for people walking out the doors was Facebook Spaces. The VR/AR mix is huge news and presents a whole host of exciting (and slightly worrying because Zuckerberg may well run the world one day) possibilities for the actual platform itself. It is part of his ten year plan and knowing Mr Facebook, what he wants to get done, he gets done. And done well.
He likes his tech, and his tech will change the world. This is why F8 is fundamentally a developer’s conference. But there was also, here and there, a little gem for digital agencies too.
To be honest, there wasn’t a lot of real marketing gold this year, but there was some.
Spaces will be a marketer’s dream when it arrives, but it’s very much in early, early BETA right now. So let’s take a look at another aspect or two of the conference that a digital agency can start to get their teeth into. The stuff that will make your client’s Facebook presence even more incredible.
This is for Pages. The best way to get this across without delving into developer tech-type speak is to think about a brand’s Page and how it feeds into other channels that the brand owns. Facebook Is going to release an analytics offering that allows tracking across channels, as well as some impressive software that will make conversions and customer segmentation even better.
Obviously, we love analytics and metrics, it’s what we do. But this is an excellent move by Facebook that fits perfectly into the way we think analytics on social media should be going. With the new way of doing things, you can monitor and measure Page interactions, and then track the interactions as they move onto your website, or bot.
We will let Facebook itself give you the skinny:
We’re extending omni-channel analytics for Facebook’s family of apps and services with the addition of Facebook Page interactions, such as post reactions and shares, so you can measure and understand the interactions people have with your Page alongside their other activity on your website, app, and bot.
For example, an ecommerce business can measure if people who comment on an item featured in their Page post go on to view an item on their website, or purchase it in their app. The ability to view customer behavior across different channels gives businesses a unique ability to learn about and optimize their full customer journey to drive growth.
(Facebook Developer News, April 18th)
But the really interesting aspect of all of this is the offline thing. The new direction will apparently allow brands to track the journey of a customer searching a Page and interacting, and their subsequent purchase in an offline store. While this may not be groundbreaking and exciting, it certainly feels like Go to the full article.