Facebook collects two kinds of data, demographic and behavioral. The demographic data—such as where a user lives or went to school—documents a user’s life beyond the network. The behavioral data—such as one’s circle of Facebook friends, or “likes”—is captured in real time on the network itself. The ongoing tests would greatly expand the behavioral data that is collected, according to Mr. Rudin.
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The social network may start collecting data on minute user interactions with its content, such as how long a user’s cursor hovers over a certain part of its website, or whether a user’s newsfeed is visible at a given moment on the screen of his or her mobile phone, Facebook analytics chief Ken Rudin said Tuesday during an interview.
Mr. Rudin said the captured information could be added to a data analytics warehouse that is available for use throughout the company for an endless range of purposes–from product development to more precise targeting of advertising.
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