Functionality is described for collecting data from a presence-based system, such as an instant messaging system. The functionality can extract information from the collected data based on one or more rules. For instance, the functionality can identify presence data and/or message data that includes predetermined key words. The functionality can formulate result information based on the extracted information for presentation to a recipient. Based on these operations, the collected data supports a data-mining operation, as well as the traditional role of facilitating communication among the participants of the presence-based system. The result information can correspond to a report that presents aggregated findings, optionally organized into one or more demographic categories, or the result information can correspond to an advertisement, etc.