IBM and Facebook are partnering on a personal marketing initiative that plans to effectively leverage modern tools of data analysis to filter today’s demographic buckets into even smaller segments. “The partnership is intended to combine data that marketers have on customers — like purchase behavior, responses to a marketer’s email campaigns and call center inquiries — with Facebook data including likes, comments and complaints,” reports The New York Times. “IBM’s data analytics will then be used to help big brands find and communicate with more finely targeted audiences on Facebook.”