Facebook has been testing a cursor tracking technology and may possibly start to collect specific user data. The data can include cursor hover time, all the way to whether a user’s newsfeed is visible at a given moment on the screen of his or her mobile phone. Funny, I actually thought they already did that - judging by all the tailored ads and odd friend suggestions that I get bombarded with...now as I browse my Facebook page I will make sure that I make my cursor do 360's around the screen.

According to a Wall Street Journal blog by Steve Rosenbush, Facebook analytics chief Ken Rudin said Tuesday during an interview that the captured information could be added to a data analytics warehouse that is available for use throughout the company for an endless range of purposes–from product development to more precise targeting of advertising.

Facebook collects two kinds of data, demographic and behavioral. The demographic data—such as where a user lives or went to school—documents a user’s life beyond the network. The behavioral data—such as one’s circle of Facebook friends, or “likes”—is captured in real time on the network itself. The ongoing tests would greatly expand the behavioral data that is collected, according to Mr. Rudin. The tests are ongoing and part of a broader technology testing program, but Facebook should know within months whether it makes sense to incorporate the new data collection into the business, he said.

New types of data Facebook may collect include “did your cursor hover over that ad … and was the newsfeed in a viewable area,” Mr. Rudin said. “It is a never-ending phase. I can’t promise that it will roll out. We probably will know in a couple of months,” said Mr. Rudin, a Silicon Valley veteran who arrived at Facebook in April 2012 from Zynga Inc., where he was vice president of analytics and platform technologies.

As the head of analytics, Mr. Rudin is preparing the company’s infrastructure for a massive increase in the volume of its data.

The data in the analytics warehouse—which is separate from the company’s user data, the volume of which has not been disclosed—is used in the targeting of advertising. As the company captures more data, it can help marketers target their advertising more effectively—assuming, of course, that the data is accessible.

“Instead of a warehouse of data, you can end up with a junkyard of data,” said Mr. Rudin, who spoke to CIO Journal during a break at the Strata and Hadoop World Conference in New York. He said that he has led a project to index that data, essentially creating an internal search engine for the analytics warehouse.