Facebook is rolling out tools that allow big brands to connect the dots between customers' offline purchase histories and Facebook's trove of user data. The promise of more potent ad-targeting has led brands such as PepsiCo, Neiman Marcus and General Motors to ramp up their spending on the network. "In the past, we really just used Facebook as an engagement tool," says Hyundai America social media manager Sean Williams. "We're now thinking about turning this into an evergreen, or always on, program."

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