LinkedIn introduces business targeting tools

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Mountain View, Calif.—LinkedIn Corp. will launch two new tools to enable businesses to better target followers and report on their brand engagement. Targeted Updates will help segment followers by such categories as company size, job title, seniority, location and industry to better deliver customized communications. This feature is available already to advertisers using self-serve LinkedIn Ads. The Follower Statistics dashboard offers analytics on update engagement, including “likes,” shares, content interaction and comments, as well as a demographics summary. The new tools, in beta with a handful of companies including AT&T Inc., Dell Inc. and Microsoft Corp., will be gradually rolled out systemwide throughout the spring.
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