on October 07, 2014 Social Media

What Facebook’s Atlas Means to Local Businesses

Facebook's Atlas. It’s a revamped version of social advertising hitting the web, and it can help maximize sales for local Siouxland businesses.

The truth is audience targeting is gaining steam, and businesses are in need of a system that can stitch all their campaigns together as they target consumers across different channels and devices. Facebook's Atlas is here to help that and help you and your business understand the purchasing journey.

First, what is Facebook's Atlas? It’s essentially an ad network focused on “people-based” marketing, reaching real people across different devices and platforms.

How does it work? The ad network serves and measures ad campaigns as people switch devices (desktops, mobile, and tablets) and across different channels (Facebook, Instagram). According to the Wall Street Journal, Atlas will follow users across the web, keeping track of the ads they see, interact with and act upon, and will tie that information back to their Facebook profiles. But how direct and accurate do they get? Pretty dang close.

There’s more opportunity to target based on ACCURATE data (self identified): Atlas is people-based. It doesn’t depend on cookies (pieces of information stored as texts strings on your machine).

We give Facebook where we are from, not just where we are living currently. Narrowed data is there. “Facebook has deep, deep data on its users. You can slice and dice markets, like women 25 to 35 who live in the Southeast and are fans of ‘Breaking Bad,’ “- Rebecca Lieb, a digital advertising and media analyst at the Altimeter Group, a research firm.

The opportunity to show messages to people with past history to connections to things – People can give a lot of information to Facebook. It's almost a storage bank telling you past history of folks (I.E. where they went to college, where they're from).

Finally, Facebook's Atlas can connect online campaigns to actual offline sales. With 94% of retail purchases still happening in-store, Atlas shows the true value of your business’s advertising by connecting real world purchase with online spend. For example, a consumer who buys a pair of shoes in a store might volunteer her email address at the checkout. If her email address is linked to a FB account, Facebook would inform the retailer if, when, and where the consumer saw its ads across the web.

The problem of how to accurately measure and attribute users’ long and unwinding path toward conversion has been on going. Facebook's Atlas is taking a crack at trying to solve it.

Beth Trejo

As the Founder & CEO of Chatterkick I live and breathe all things online. It’s my goal to offer real-world practical solutions to businesses and leaders throughout the community. Although many consider my strengths in technology, I’m still a firm believer in a good ol’ fashioned handshake.