Using Social Media Advertising Data to Monitor Global ... · Using Social Media Advertising Data to...
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Using Social Media Advertising Data to Monitor Global Migration
Ingmar WeberMarch 28, 2019
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FACEBOOK ADVERTISING DATA
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Expats Across US States20
14
2017
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Age-Specific Selection Biases
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Bias Reduction via Model-Fitting
Mean out-of-sample absolute percentage error 37%, down from 56% without origin-age bias correctionAdjusted R^2 = .70Does not use GDP, language, internet penetration, …
z = age-gender group
i = country of birthj = US state of residence
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Expats Across Countries20
15
2017
regression line
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LINKEDIN ADVERTISING DATA
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Studied in X, Lives in Y
• Compile a list of all universities for European countries
• Query number of LinkedIn users who studied in country X who now live in country Y
• Disaggregate by gender, age, industry, …
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55+
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18-24
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Advertising Audience Estimates
+ Global reach with over 2 billion users+ FB, LinkedIn, Google, Snapchat, IG, ...+ Real-time estimates+ Uses anonymous and aggregate data+ Good for relative comparisons (densities/trends)+ Proxies for education and income+ Non-traditional attributes such as interests
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Advertising Audience Estimates
- Black box on how attributes are inferred- Needs modeling for bias correction- Hard to obtain absolute numbers- Usage patterns change over time- Black box changes over time- Only includes people who are online
Useful to augment, not replace, traditional data sources.Comes with uncertainty – beware point estimates!
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Other Data Sources
• Yahoo data with geo-located IP addresses• 10-100’s of millions of users – but hard to get
• Google+ and “places lived”• Cute, but no longer around
• Geo-tagged tweets• More biased but more fine-grained
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Thanks!