Research firm The Nielsen Company is all set to carry out a survey to assess the effectiveness of

online advertising campaigns on Facebook, which could help streamline marketers' efforts to reach their target audience

through the social networking website.

The survey will initially be undertaken on a pilot basis on behalf of social developmental organisation 'Travel Another

India', which aims to promote responsible tourism in the country.

"The need for effectiveness is greater for entities that want to be effective with limited resources. We are certain that

this pilot will move us closer to that objective in India for vibrant brands that use our expertise," The Nielsen Company

Managing Director (Media Business - India) Farshad Family said at the Nielsen Consumer 360 conference here.

The pilot will serve to combine Facebook's growing reach among Indian consumers with Nielsen's market research expertise to

better determine the effectiveness of advertising on Facebook.

"The combination of our unique ability to quickly and efficiently poll a sample from over 15 million Facebook users in India

and Nielsen's expertise in data analysis will give marketers access to powerful insights they can use to understand and

improve current and future campaigns," Facebook Director of Online Operations and Head of India Office Kirthiga Reddy said.