The Wall Street Journal reports on new software being tested by Facebook to increase the site’s ability to collect great amounts of user information, including the tracking of a user’s cursor on screen. In an interview with The Journal, Facebook Analytics Chief Ken Rudin said the collected data could be added to the company’s data analytics warehouse. According to the report, Facebook can use the stored data “for an endless range of purposes—from product development to more precise targeting of advertising.” Currently, the company collects two types of data: behavioral and demographic. The new tests would expand Facebook’s ability to collect behavioral data, according to Rudin. (Registration may be required to access this story.)
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