To gain competitive advantage, successful marketers must use all of their data to learn faster and act smarter than ever before. However, not all data are created equal. Where should marketers invest to yield high-quality data that they can translate into accurate insights"
Among the most important sources are social advertising platforms. Here?s why:

Known audiences, tied to unique user IDs: People with social profiles volunteer data like age, gender, occupation, location, email, phone and affiliations, which are tied to privacy-safe, unique user IDs.
Observable behavior, tied to the same unique user IDs: Observable behavioral data like the websites people visit, key life events and the products they buy can also be linked to a known individual?s social profile.
These two characteristics mean that on social ad platforms, marketers have confidence that the audience segment they?re reaching is the segment they intended to reach. By contrast, most display advertising platforms?and conventional media channels like TV?infer audience characteristics according to device and browser-level activity or research panels that offer limited granularity.
Five benefits of social data

More relevance: By acting on accurate data about who people are and what they care about, marketers are empowered to connect with their audience segments with greater relevance, based on their wants and needs as individuals.
Cross-device capabilities: People log in to social platforms with the same id...