Magazine article ADWEEK

Turning Pins into Purchase on Pinterest. Want to Know What All Those Pins Mean? A New Crop of Companies Isn't Waiting for the Site to Decide How to Help Brands Use Its Data

Magazine article ADWEEK

Turning Pins into Purchase on Pinterest. Want to Know What All Those Pins Mean? A New Crop of Companies Isn't Waiting for the Site to Decide How to Help Brands Use Its Data

Article excerpt

The Pinterest hysteria from the early months of 2012 may have abated, but marketers' interest in the social scrapbooking site is only accelerating. However, just what to do with Pinterest and how to measure its impact remain two big open questions for brands.

An inflection point for Pinterest's brand adoption may be the upcoming holiday season when marketers use the platform to promote products for gift giving, predicted Digitas svp Jordan Bitterman. (Pinterest has already reached out to some brands to teach them how to best use the site, he said.) If so, brands may suddenly find themselves digging through lots of raw Pinterest data they don't know what to do with.

Help may be on the way, though. A crop of social analytics companies including Pinerly, Pinfluencer and Curalate have emerged over the last year, looking to pin down what pins mean to marketers. And in August, social intelligence platform Viralheat added the ability to monitor and analyze Pinterest data.

Unlike with Facebook and Twitter, the Pinterest analytics ecosystem has established itself almost in spite of Pinterest, since the social bookmarking site doesn't offer tools for developers to plug into its data (and doesn't proactively share any data of its own). As a result, companies like Pinerly and Viralheat had to build their products from scratch.

For example, it took Viralheat up to six weeks to develop the ability to help brands identify their top influencers on Pinterest and then match that information with Facebook and Twitter data--the idea being to help media planners see where they get the most traction, said Erin Robbins O'Brien, Viralheat's head of business intelligence. …

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