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The best marketing is always informed by data. The more data you have the more you can pinpoint who you should be reaching out to and what they are interested in, and Facebook is making it easier than ever to find out who you audience really is.

Tuesday, Facebook announced it would be granting Page owners access to “topic data” which tells marketers and business owners what audiences are saying on Facebook about all sorts of topics including events, brands, and activities.

Obviously there are some privacy concerns with this type of data, but Facebook says all personal information is being withheld.

With topic data, fashion retailers can see what types and styles of clothing their customers are talking about, and businesses can gauge the public opinion on their brand.

This isn’t the first time marketers and business owners had access to this type of information, but previously they had to use third-party tools to get this level of insight. Facebook also claims that these tools frequently used sample sizes that were too small to be effective and argue it was “nearly impossible” these tools were accurate.

Advertisers should know there is no way to directly use this data to target ads, but it absolutely can be used to craft more effective ads and target them more accurately for your market.