The Facebook Approach to Data Analytics

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Jun 26 2019

The Facebook Approach to Data Analytics

By Meta Careers

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Paul S. is a people manager in the Product Experience Analytics function on Facebook’s Analytics team in London.

Before I joined Facebook, I was a particle physicist at CERN, where I already extensively worked with data. This experience led me to Facebook, where my data analysis work combines very well with the tech industry. My role calls for a technical ability to analyze data to identify potential issues and find solutions, but I use empathy in my work, too. It’s critical to understand how people benefit from being connected to an advertiser through our products.

At Facebook, the Analytics team in Ads is made up of three different functions, including data science, data engineering, and product experience analytics teams. These three functions are the core analytics partners for most of our Ads teams, which is unique to Facebook. We bring these teams together because each one has key strengths and specific roles that make our products better and more effective for our advertisers. The interplay between the three functions is important and helps us collaborate well with our cross-functional partners within Facebook. This also helps us ensure we prioritize and contribute to the most impactful initiatives.

Together, the three teams within Analytics at Facebook aim to create a culture of accountability that carries the product teams through all phases of development. As a result, we’re able to help businesses around the world connect with the right customers in a meaningful way. Each team works to achieve the following:

Data Science helps identify and quantify product opportunities to drive the roadmap and future direction of the team, creates an understanding of the value of Facebook’s products, sets metrics and goals, and provides insights to help the team achieve success
Data Engineering owns the data for analyses and reporting for cross-functional teams, and is responsible for having good, reliable and timely data to present. The work involves data modeling, building foundational data, and aggregating data sets.
Product Experience Analytics is responsible for using data to drive improvement to the Ads product experience from the perspective of the advertiser, publisher, and customer. The team provides actionable insights to help product teams understand where to invest to up-level the experience, and ensures a high quality bar throughout the product development cycle.

While most companies have Data Science and Data Engineering teams, it’s the Product Experience Analytics team that helps Facebook provide a specialized offering for advertisers. My team uses analytical techniques and tools to perform deep-dive analyses to ensure our advertisers have the most meaningful experiences connecting with their target audiences through Facebook Ads products. Since the team focuses on using data to develop actionable insights, we’re able to identify potential problems early. Our analyses also help inform and influence product development to prevent bad product experiences in the first place.

Since I’ve joined Facebook, I’ve come to understand the care the company puts into how the three Analytics teams work together — and there’s a lot of emphasis on the team members. My role as a people manager is very diverse and dynamic, and I’m constantly learning. One of my priorities is to build a great team and make sure each person can play to their strengths and do their best work without any roadblocks. I’m proud to be a part of a smart and talented team that feels inspired, motivated, and genuinely enjoys working to bring the world closer together.

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