Using Facebook's People-Based Data for Events

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Rich, behavioral data is the edge that Facebook offers for event analytics. While its data collection practices have been in the news lately, its core functionality remains beyond reproach. And that is a real advantage for event managers who might have been reticent to dive more deeply into Facebook Analytics. 

A Single Customer View

One of the most useful features in Facebook for collecting behavioral data has been its ability pull in information on "marketing signals." Recently Facebook has pulled all such information from standalone touchpoints that include Facebook Pixel and App SDKs for online properties, Offline Event Sets for offline transactions and internal tracking for Facebook activities into a single customer view called Event Source Groups (ESGs). 

Setting Up an Event Source Group 

If you have used Facebook Business Manager, you are ready to set up an Event Source Group. Just go into your Business Manager, click Event Source Group and assign Pages, Pixels, Apps and Offline Event Sets to a designated ESG. Soon you you will have single view of your users across all marketing touchpoints represented by these data sources.

This means, in effect that you can conceivably connect almost every step in the Customer Journey (except for sources that remain external to Facebook) to Facebook’s user profiles--which is of particular value for high value customers (something a good DEEP platform can help you analyze.) 

Use Segments, Funnels, and LTVC

Of course, it may not be efficient to analyze each customer journey. ESGs, therefore, allow you to set-up "User Segments" by including or excluding events by type, parameters or demographics--which is similar to creating rules for your website. You can then run traffic reports on a segment or convert it into a custom audience. 

Once you have created segments, you can then implement funnels--much like you would do in a popular sales or marketing automation program like Salesforce or Pardot. To do this you simply configure a sequence of Customer Journey steps to allow Facebook to report on conversion rates and completion times for step transitions. 

And finally, like any good sales automation program will do, ESGs allow you to use these funnels to calculate the  Lifetime Value of the Customer (LTVC) which reports aggregate ticket|event services value per user and let you track and measure repeat purchase behavior over a period of time.

Don't Overlook The Channel

To recap, Facebook is an extremely powerful platform that can be used to dive deeply into customer|attendee behavior and purchase activity. While event planners are accustomed to using Facebook to measure engagement and popularity during events, it's capabilities are far more robust. Don't overlook the potential.