Pinterest is opening its API to a handful of social analytics tools to provide brands with more insights about how they perform on the platform.
Yesterday, Pinterest announced that it would allow a select group of marketing platforms including Salesforce (Exact Target Marketing Cloud), Hootsuite, Spredfast, Percolate, Piqora, Curalate and Tailwind access to Pinterest activity data. This will provide the brands using those platforms with analytics about how their content is performing on Pinterest as well as insights to help them optimize their activity for maximum engagement.
“This has been a work in progress for awhile now,” says Spredfast CMO Jim Rudden. “A large set of customers in our key segments were super interested in this, and we’d been getting a lot of requests from them for this capability,”
Rudden says customers can expect to see metrics for both their Pinterest home boards, as well as their individual branded pins. Stats include user growth, re-Pins andanalysis of which Pins are performing the best. The goal is to help brands optimize their Pinterest home page, as well as their content to give it the maximum chance of getting pinned by a customer. For Spredfast, Rudden says clients will be able to use tag management with their pins in order to do campaign analysis.
While all seven companies are getting the same API data, Rudden says Pinterest has given them creative freedom in how they want to analyze and display it. Platforms like Spredfast and Percolate could focus more on content analysis and optimization, while Hootsuite and BuddyMedia could focus more on the publishing and management side of things. In the end, it all comes down to the analytics, and who can represent it in an easily actionable way.
“A lot of our customers who are interested in Pinterest understand where traffic comes from,” says Rudden. “They’re extremely focused on analytics, and for us to target that segment, this is the next logical step.”