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Curt Hecht, chief global revenue officer of the Weather Company, discussed how he wants to "make our analytics and our data more available to" marketers and agencies so they may, for example, better use location targeting to reach the right consumers in the right place at the right time.
Using mostly location data, PageWoo does predictive demographic targeting to reach users.
Businesses can also use Facebook's lookalikes targeting to reach people with similar characteristics to their existing customers.
For example, Coke used Facebook ad targeting to create campaigns just for Kenya, and used "expat targeting" to reach Kenyans abroad.
The BBC's tech correspondent Rory Cellan-Jones spent a whole $10 on Facebook ads to promote the page, adding a little light targeting to reach a potential audience of "112 million customers" and garnered 1,600 Likes within 24 hours.
The government and partners are targeting to reach a national wide coverage of 50% by 2015.
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She said that data that had been collected over the past four years gave a better idea of how programmes could be targeted to reach more women.
"To be profitable, you need to achieve scale and that takes time," he added, explaining that the company has a "two-to-three-year" target to reach breakeven.
Facebook's pricing for these paid posts is determined by the length of time the post is visible and the number of people it is targeted to reach.
Refugee camps in neighbouring Chad were recently targeted to reach people fleeing from Sudan, as well as local Chadian villagers.
Selected print publications have been targeted to reach those in deteriorating racing states as well as potential new investors.
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