What Facebook’s New Approach to Data Means for Marketers

As a digital performance company, we understand the value of useful data. We know how to gather it, analyze it, and utilize it to deliver positive ROI for our clients. Thanks to platforms like Google and Facebook, we as marketers have access to more data than ever before. Thus, we can deliver information to consumers that is more relevant and more valuable than ever before. This is why we believe we are entering the golden age of marketing, with unlimited potential to grow businesses.

However, with great data comes great responsibility, a responsibility that hasn’t been taken as seriously as it should have, until now. Over the past few months, headlines regarding Facebook have made it clear exactly how important the issue of data privacy is. Facebook’s renewed commitment to privacy protection includes changes like limiting the information access of apps, reducing clickbait and spam, removing fake accounts, ending 3rd party data partnerships.

In fact, June was supposed to be the last month that you could set-up campaigns in Facebook leveraging their 3rd party data. While some of the data sources are still in effect, they are gradually pulling them. So effective July, you will see fewer options in your targeting setups. These will be fully removed and no longer able to run after September. So, now would be a good time to revisit your targeting strategies and make proper adjustments before your campaigns potentially turn off at the end of Q3.  


Although there is quite a bit of buzz going on about these changes, this is just par for the course with digital marketing, and this
 presents an opportunity to fine-tune our targeting strategies, thus continuing to make our messaging more valuable and relevant.

Here at Enilon, while we are data-driven marketers, we realize that we have a dual-responsibility to our clients to deliver their maximum possible ROI, and to consumers to practice responsible data usage and targeting approaches.

We believe that transparency is of the utmost importance and we put that into practice by working closely with our clients every step of the way. We have a full-disclosure approach to data usage that ensures that our clients are informed and maintain control of their own data. Through this, we work closely with our clients to make sure we are having the right conversations about the data that matters.

Our ultimate goal is to act as an extension of our clients’ marketing teams and to do so as cohesively as possible. Through our transparent approach, we can drill-down on the data and deliver the best possible results.

If you’d like to discuss your data-driven campaigns, let us know.

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