How To Get Your Pinterest Marketing Data?
Several brands have embraced the powerful interest network called Pinterest. In this article you will learn what marketing data Pinterest has been blocking recently and which tools you could use to gain Pinterest metrics and insights…
Despite its good reputation for traffic and lead generation, Pinterest is recently blocking all kinds of marketing data links.
We looked at the why and the alternatives…
Pinterest, which had 31.9 million global unique visitors in May 2012 (comScore) has actually taken steps to disable sharing links, as part of its battle against spam.
But the measures affect both brands and agencies, because Pinterest is now blocking or stripping affiliate links, shortened URLs and information added to the end of URLs.
The result? It is limiting marketers and e-tailers scope on effectiveness and ROI of their efforts on the platform.
And Pinterest platform metrics are an important part of the total big-data dashboard agencies and brands use to get the highest ROI on their media investment through a smart mix of Paid, Owned and Earned media.
One of the reasons Pinterest was valued at $1.5 billion in a funding round led by an e-tailer, is because of the network’s clear link to commerce.
So what is the line between marketing and spam? And Pinterest does not provide an API yet! So, how will Pinterest fix this fine line?
But that might be a problem we should leave where it belongs: at the founders and VC’s at Pinterest.
What solutions are available for you now, to complete your ROI dashboard, including Pinterest marketing data?
This week, global network GroupM has signed a licensing deal with Curalate, an analytics platform that uses image-recognition technology to mine “pins” for actionable data for brands.
Curalate essentially reports to brands on what pieces of their content are in circulation on Pinterest using image-recognition software (making hash tags or other textual identifiers unnecessary) and can extrapolate insights based on the frequency, as well as the activity of users doing the pinning.
For example, in the case of a retailer, Curalate could report on which items from a newly unveiled fall collection are being pinned most on Pinterest, or which color of a sweater is most popular.
It might also be able to reveal interesting correlations, like the fact that a high percentage of users who pinned the sweater also pinned garden images.
From peer discussions at blogs I learned that you should also try PinLeague as a complement to Curalate.
Where Curalate provides good analytics, PinLeague finds and engages the influencers to build a brand’s Pinterest presence faster. So, they help actually drive growth and results.
So, Curalate & PinLeague might be the powerful solution to complete your missing Pinterest marketing data.
I hope this was helpful to you? Please share your thoughts in the comments below, follow Igor Beuker on Twitter or join the ViralBlog movement on Facebook.
Sources: AllThingsD, AdAge.
