Facebook Wants to Be Automakers’ Designated Sales Driver
Facebook’s (NASDAQ:FB) ad revenue is fundamental to its business, and it recognizes automakers as many of its key clients. Now, the social network is working to secure the business of Detroit’s best by proving to them just how big of an impact its marketing can have on their car sales — and it even has the data to prove it.
According to AdAge, Facebook held a conference in Detroit and Los Angeles last month for executives from Team Detroit, Carat, General Motors (NYSE:GM), Ford (NYSE:F), and Toyota Motors (NYSE:TM). At these summits, Facebook used its data to show how big of a hand it can have in influencing a car purchase and how it can use its technologies to target those users especially in the market for a new vehicle.
The key for Facebook’s targeted marketing is its partnership with data giant Datalogix, which also has a relationship with Polk, a marketing company that collects registration data from DMVs. By identifying users based on the identifiers people give in their profiles like names, addresses, and phone numbers, Facebook can take the user data and match it with auto-intender data, pointing a bulls eye on any names that correlate and evidence an interested buyer.