The latest article on ‘The Forrester Blog’ is titled “Why Google – Not Facebook – Will Build The Database Of Affinity”.

Nate Elliott says, “Recently we described an idea called the database of affinity: A catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like Facebook and Twitter. Why are we so excited about this idea? Because if Facebook or Twitter or some other company can effectively harness the data from all the likes and shares and votes and reviews they record, they could bring untold rigor, discipline, and success to brand advertising.

But exploiting the database of affinity won’t be easy. Any company hoping to turn affinity data into something marketers can use will need three things:

  1. Lots of affinity data from lots of sources. The raw data required to build a functional database of affinity doesn’t live in just one place. Facebook controls the most “like” data, recording more than 80 billion per month at last check”.

Why Google – Not Facebook – Will Build The Database Of Affinity

The Forrester Blog

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