As the competition among social networks heats up (see our War of the Social Networks Hangout here) the major players are striving to deliver the better set of actionable data to marketers along with the best experience to users. The transition to mobile has been a key focus as it presents a large opportunity to reach consumers wherever they are, on the device that is basically attached to most of us throughout the day.

Where some have claimed that Facebook cannot make the transition into mobile, their recent take of mobile ad dollars begs to differ.

But, more than just being present in front of a consumer’s face, the promotion (in whatever form it takes) must be relevant. This is done by knowing who you’re marketing to. Not just their name. But, their interests, their connections, their location, their habits, their purchase behavior, and on and on.

This is where data provides the most value to companies like Google, Facebook, and Twitter. They have it (or, can get it – we think), we want it, and the end user wants the benefits of smart marketing that delivers what they want, when they want it.

Forbes recently pointed to Google being the company most apt to provide the most complete “database of affinity” to marketers. And, their points are valid. But, they also point out that “the real value in affinity data won’t be unlocked until we can find hidden combinations of affinity that work for marketing. That’ll require technologies and teams that can do some serious data analysis — as well as a real-time feedback loop to determine whether people really are interested in the ads targeted to them based on such complex assumptions.”  

This is precisely why the affinity database race is still anyone’s game. Because it is not just what data you can get, but what you do with it. The positive that Facebook has going for them right now is their open API which allows developers (like those at CoupSmart) to build entirely new technologies on top of their platform. Facebook’s competitors don’t grant that kind of widespread access. At least not yet.

Despite their flaws, Facebook is using the community of innovators without employing them, allowing us to make our own revenue by creating tools that analyze and respond to the huge amounts of data gathered through social activity. This goes well beyond ad placement, and it’s a very wise move. One thing is for sure though – whichever company emerges as the leader ion this area, it is we, the marketers, that stand to benefit most from these affinity databases. And, the way we use all of this consumer data will determine whether or not our customers see us as valuable in their lives and worthy of their purchase.

Image courtesy of Flickr

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