2018-Q3-FACEBOOK PARTNER VIDEOS-lisa-blog-2560x1440

Life After Facebook Partner Categories: How to Achieve Efficient, Effective Targeting

There’s no doubt that the current privacy-sensitive environment is creating enormous challenges for marketers universally. Threatening, bad players, have caused increased scrutiny of all third-party data providers and marketers are reeling from round after round of changes from Google, YouTube and Facebook. The recently announced removal of Facebook’s Partner Categories, the social platform’s third-party data exchange, is yet another blow to marketers as we struggle to ensure we’re engaging with the right audiences in the right way.

Facebook will still allow you to target your campaign’s first-party audiences via a CRM upload, but let’s face it, using third-party data is arguably the bread and butter for advertising, especially for new customer acquisition.

But getting third-party data into Facebook has become cumbersome. Generally, a marketer can request an audience segment to be built and activated by their data provider into Facebook via an onboarding partner. This process can take up to two weeks, stalling the launch of your campaign while also diminishing the match rates of your audience. After being spoiled with the ease of creating audiences using Partner Categories in seconds, this new process is far from ideal.

Here’s how Resonate can help

Resonateʻs platform is different. Using this consumer intelligence platform with home grown data allows Resonate clients to create segments, export the segment into a list of mobile IDs and upload them to Facebook as a custom audience in just one hour or less!

Resonate helps you comply with Facebook’s new Custom Audience Permissioning Policy by combining our massive double opt-in survey with digital and physical footprints. This generates a deep understanding of the consumer with a high-quality dataset of over 9,000 consumer attributes in an anonymous, centrally sourced and consumer-friendly manner. Resonate data is developed with the highest standards of quality and in adherence to the DAA’s self-regulatory principles. Our clients can execute with confidence with Resonate’s farm-to-table approach to data.

The most unique feature of our platform that doesnt exist anywhere else is our proprietary deep consumer understanding, The Human Element, which begins with a person’s values and motivations.  Partner Categories offered limited data – demographic and behavioral data such as lifestyle traits, interests, purchase behaviors. The Resonate Platform goes beyond that to uncover the why behind consumers’ purchase behaviors.  It helps you understand the values and motivations that drive an audience to make a decision, resulting in higher conversions and stronger engagement.

With personalization and customer experience being so vital in today’s market, understanding the values and motivations of consumers in a deeper, more meaningful way will increase engagement and ultimately increase revenue.

Learn how marketers can tap into first-party and third-party data for behavioral and action-based insights and more effectively measure marketing efforts that drive conversions in Forrester’s Future of Marketing Insights.

Interested in learning more about Resonate’s data solution? Contact us today.

 

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