GraphScience Debuts SocialEngine Facebook Ad Platform
By David Cohen
28 February 2012

You would think Facebook was holding some sort of marketing conference this week.

GraphScience said SocialEngine is built on top of the Facebook advertising application-programming interface, and it uses proprietary algorithms to help marketers better target their promotional efforts.

The company counts fashion destinations Ice and Hautelook as clients, which also include marketers from the ecommerce, luxury goods, mass-market retail, consumer packaged goods, and media and entertainment sectors.

GraphScience says it has delivered more than four billion connections and generated return on investment of four to eight times per click-based conversion for its customer base.

The platform includes:

•Social Performance Dashboard gives marketers real-time data on metrics including orders, revenue, and ROI, as well as customizable reports on high-performing segments and trends.
•Creative Optimization Engine creates ad combinations and analyzes them to determine which attract the most likely customers for brands.
•Big Data Platform is the engine behind GraphScience’s real-time optimization.
•Social Prediction Analyzer leverages Big Data Platform to provide statistical modeling on customers’ social interest graphs.
Chief Executive Officer Raymond Rouf said:

With more than 800 million active users who spend 1.5 times more on ecommerce online than any other segment, Facebook is by far the largest and most engaged social network in the world.

Recent research suggests that Facebook ad revenue will balloon to $5.3 billion in 2012, which is an enormous market for brands and retailers to tap into, and we predict that social media advertising will overtake display and search as the dominant force within three to five years. Our customers have been really pleased with the ROI we deliver, and we will continue to aggressively drive innovation in this area.

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