Apart from Google, Facebook is probably the only company that possesses this high level of detailed customer information. The more users who use Facebook, the more information they amass. Heavily investing in their ability to collect, store, and analyze data, Facebook does not stop there. Apart from analyzing user data, Facebook has other ways of determining user behaviour.
Tracking cookies: Facebook tracks its users across the web by using tracking cookies. If a user is logged into Facebook and simultaneously browses other websites, Facebook can track the sites they are visiting.
Facial recognition: One of Facebook’s latest investments has been in facial recognition and image processing capabilities. Facebook can track its users across the internet and other Facebook profiles with image data provided through user sharing.
Tag suggestions: Facebook suggests who to tag in user photos through image processing and facial recognition.
Analyzing the Likes: A recent study conducted showed that is viable to predict data accurately on a range of personal attributes that are highly sensitive just by analyzing a user’s Facebook Likes. Work conducted by researchers at Cambridge University and
Microsoft Research shows how the patterns of Facebook Likes can very accurately predict your sexual orientation, satisfaction with life, intelligence, emotional stability, religion, alcohol use and drug use, relationship status, age, gender, race, and political views—among many others.