RB: Tell us about your experience before you joined Facebook. BS: I was responsible for the pricing and display marketplace team at Yahoo! Prior to that I was running market research companies -- I've always been an analytics guy: my dad started and ran a market research company for 30 years or so. What kind of research is useful in measuring how value is created on Facebook? There are three key components of understanding the value that a message creates, and different renderings to do that. There's who are you hitting, how accurate you are at hitting that person, reach consistency, those kinds of measures. That's similar to the focus for TV -- understanding the audience that marketing actually delivers to. The second thing is how is the message resonating for users. Do they recall the advert after a certain period of time, is it making them aware of product attributes, changing their intent to purchase or their likelihood to recommend? The third component is around ROI. People don't always recognise the influence that ads have upon them, so they can't always state what changed. But the last component is understanding, for people who are exposed to ads versus people who are not exposed to ads, how is it moving product off the shelves. We have to build measurement techniques around all three aspects. Are there areas you'd like the research industry to rethink in what they're doing? The focus tends to be on the media platform, but we should