VivaKi Ups Ante on Facebook Data

Publicis unit nabs a preferred marketing developer badge

Agencies continue to muscle up on data, with VivaKi Nerve Center being a forerunning big name to receive preferred marketing developer (PMD) certification for Facebook page insights. More than 200 firms—namely vendors like Buddy Media and Vitrue—have become PMDs in recent months.

Publicis Groupe's VivaKi claims to be the first holding company—it calls Razorfish and Digitas subsidiaries—to be a Facebook PMD for page insights. (Mark Zuckerberg's company confirms the assertion below.) But what exactly does the status mean?

According to VivaKi, it can now perform the following marketing applications on the social site:

  • help understand the type of users engaging with high-performing posts;
  • turn on/off promotions of posts across an advertiser's fans, friends of their fans and those not yet engaged with the brand on Facebook;
  • and use real-time alerts to immediately learn what brand posts consumers are engaging with on a Facebook page.
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