(Telecompaper) IBM and Facebook have signed a data-fueled marketing partnership deal, the New York Times reported. The partnership will combine data that marketers have on customers, such as purchase behaviour, responses to a marketer email campaigns and call centre inquiries, with Facebook data including likes, comments and complaints. IBM data analytics will be used to help big brands find and communicate with more finely targeted audiences on Facebook, what the company calls a "personalization at scale." The insights gleaned from analysing Facebook and other data will also help companies better target consumers in other marketing channels, such as ads on the web and email programmes. Facebook will also be the first company to join IBM's new Commerce ThinkLab. The new lab is a collaborative setting for applied research involving teams from major consumer brands and retailers, IBM industry experts and data scientists, and teams from Facebook. IBM is looking to the partnership for more revenue for its data commerce business. For Facebook, the incentive is not more ads on Facebook but better-performing ones that can command higher rates.