1.
Pinfluencer is the platform created and used by
Google Analytics. Pinfluencer does all
the basic analysis for Pinterest, including identifying top pins from websites
and boards, as well as the top pins driving clicks, number of pins from unique
content, and gives pins an engagement score.
It also analyzes pins with viral reach, allowing the user to better
utilize pinning. In addition to
analyzing individual pins, Pinfluencer analyzes Pinners themselves to see which
Pinners are Brand Advocates and find out who the most influential Pinners. Knowing these details allows a company to
better target these Pinners and spread the word about a brand. Pinfluencer digs deeper using Pinster 360 to
find out the social presence of Pinners across Twitter and Facebook. This is powerful information for a company to
use in their marketing strategy. Give a company all this information about
their competitors, which is a huge selling point for Pinfluencer, and that company
has a gold mine of information for utilizing their best Pinners as well as
reaching out to the best Pinners of their competitors.
2.
Pinalytics is based in the UK and is a social
media tool that helps “you find, track and evaluate content and interactions on
Pinterest.” Pinalytics is an easy-to-use
software focusing on the spread of a pin through social media sites such as
Facebook, Digg, Twitter, LinkedIn, and Google+.
A search bar is used to scan the Pinterest network for a pin then
analyze the number of repins, likes, comments, and presence on other social
media sites. This information can be sorted in a variety of ways to obtain the
necessary information.
3.
Curalate is a platform focused on using
algorithms for image recognition to analyze data in the visually-heavy
Pinterest network. The following video
provides a simple yet poignant explanation for the basis of Curalate:
As Curalate finds pins across social media
sites, the user can use this data to reply to comments and tweets as they
appear. The user can also use this
information to drive clicks and pins and to “monitor words representing
sentiments or brand names”.
4.
Ohtootay is a new platform launched in September
2012. It analyzes much of the same date
represented above. However, the
difference between Ohtootay and the other Pinterest analytics tools is the
ability to “track pins all the way through website conversions and associated
sales.” Other platforms can only track
sales that are directly linked from the Pinterest site. Mark Otuteye, found of Ohtootay, explains, “What
if a customer clicks on your pin that points to a relevant infographic not on
your own site, later Googles you, and then decides to buy? Other analytics
software will mistakenly tell social media managers that ‘Google’ caused this
sale even though the customer’s first contact was through content you curated
on your Pinterest boards.” This is called “last-click bias” and the use
of Ohtootay eliminates this hole in Pinterest analytics.
Overall, there are many options for analyzing a brand or
business on Pinterest. These four have
many similar abilities with tweaks that set them apart. Understanding how Pinterest is different from
other social media sites encourages the use of a Pinterest-specific analytics
tool. Because Pinterest has grown
tremendously in the past two years and is likely to continue to grow, it is imperative
for companies to utilize Pinterest to grow their brand and increase their ROI
through one the above platforms.
Sources:
Kalokowski, Nick (Oct. 5, 2005). http://slashdot.org/topic/bi/pinterest-analytics-on-the-rise/
Perez, Sarah (Sept. 24, 2012). http://techcrunch.com/2012/09/24/whats-the-roi-of-posting-to-pinterest-new-social-media-solution-ohtootay-tells-you/
I had no idea there were so many different analytics platforms specifically for Pinterest. You'd think Google, with their image recognition technologies like Google Goggles, would have a hand in this by now.
ReplyDeleteMany thanks for including Pinalytics in the University of Utah's Digital Analytics blog. I do hope the tool is proving to be useful, great to see PInalytics spoken of in such high regard. Should you have any questions of require further information about Pinalytics please feel free to drop us an email at info@pinalytics.co.uk
ReplyDeleteHi, You can use this Pinterest Analytics media in your own.There are many options for analyzing a brand or business on Pinterest analytics.
ReplyDelete