IBM and Facebook in Marketing Partnership - NYTimes.com

A profile partnership

"The partnership is intended to combine data that marketers have on customers — like purchase behavior, responses to a marketer’s email campaigns and call center inquiries — with Facebook data including likes, comments and complaints.

IBM’s data analytics will then be used to help big brands find and communicate with more finely targeted audiences on Facebook. Mr. Chandlee called this “personalization at scale.” And the insights gleaned from analyzing Facebook and other data should also help companies better target consumers in other marketing channels, such as ads on the web and email programs."

IBM and Facebook in Marketing Partnership - NYTimes.com