|Pinteresting Social Analytics, But No Big Data
By: Tiana Tucker
Almost four months ago, Pinterest launched specialized accounts for businesses and this week the social network introduced its latest enhancement for its site: Pinterest Web Analytics. Its new analytics tool provides an easier way to capture useful quantitative data that allows users to gauge their audience’s interest in content that either originates from a web property they own or is featured among a user’s boards.
Pinterest users looking to get their hands on basic data regarding content that has been pinned by others from their site will need to verify their website and switch to the new Pinterest look before being able to access any analytics data. After verifying a website, owners can get a look at a few basic statistics, such as the number of people pinning their original content, the number of views that each pin receives, and the amount of traffic driven to a given site from Pinterest. The new analytics tool also makes data available that provides a quick snapshot of what is the hottest content by tracking users' most clicked, most repinned, and most recently pinned pieces of content.
Most major brands that have been active on Pinterest for a while have turned to third-party developers, such as Curalate, Pinfluencer, PinReach, and countless others specializing in the creation of in-depth analytics for Pinterest in order to measure their marketing efforts. While Pinterest Web Analytics is a step in the right direction, it doesn’t seem to come close to offering the big data the online marketing industry is currently craving when looking to evaluate social media marketing activities.
One industry Pinterest has particularly excited since its rise to social media stardom is the e-commerce industry. Pinterest traffic has resulted in particularly good sales conversions for e-commerce sites in comparison to Facebook. Sephora, a major international beauty retailer, revealed that, per capita, Pinterest followers spend 15 times more money than Facebook fans on Sephora products, according to a recent VentureBeat article.
Other industries that Pinterest has directly affected (yet its new analytics do not necessarily address besides e-commerce) include display ads and email marketing. The blog post published to Pinterest’s corporate blog announcing Pinterest's Web Analytics tool suggests that the company plans to build on the basic data capabilities it released this week in the near future to include more detailed insights.
Tiana Tucker is an online marketing professional working as the Inbound Marketer for Nursing@Simmons, which is an online master's in nursing offered by Simmons College. Keep up with Tiana on Twitter @TianaMTucker or Google+.
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