Site   Web

May 22, 2014

Pinterest Gives Analytics a Boost With Third-Party Marketing Partnerships

Pinterest has joined forces with a handful of third-party marketing technology providers to offer businesses and marketers the data they need to better understand the activities of users of the social network.

Pinterest business insights will now be offered by Exact Target Marketing Cloud), Hootsuite, Spredfast, Percolate, Piqora, Curalate and Tailwind to help businesses better understand what consumers want.

“Many businesses use Pinterest to learn about their customers. You might want to learn which of your products are popular, what types of images work best or which Pins are driving the most engagement and sales,” says Pinterest API engineer Steve Cohen.

“We’re working with a small, carefully selected group of marketing technology (“MarTech”) developers to offer Pinterest business insights. Insights help businesses engage better with Pinners. This could be which boards and Pins are getting the most engagement, which downstream actions Pins are driving or what products are most popular with Pinners.”

The technology providers Pinterest has teamed up with have been granted access to public activity through Pinterest’s Business Insights API which, in turn, helps them help businesses improve the Pinterest experience they offer to their followers.

That doesn’t mean Pinterest will no longer offer its own analytics, however. But it acts more as a base while its partners offer additional insights and features such as conversion tracking capabilities that the social media site does not yet offer.

Businesses that already use marketing technology built by one of Pinterest’s new partners will soon be able to view additional Pinterest insights.

Those interested in learning more about the new developer tools can contact the developer of their choice via the developer links above.



Jennifer Cowan is the Managing Editor for SiteProNews.