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March 14, 2013

Early Steps in Social Data Analytics

by EKwon

As two of the largest social media platforms of today, Pinterest and Twitter are taking steps to capitalize on the plethora of social data at their fingertips, according to an article on AdWeek. While Twitter already had an analytics platform set up, Pinterest is only now introducing their version, Pinterest Web Analytics, which will allow brands to track how users are interacting with their brand. This includes tracking pinning, pin views, repinning, and click-through from Pinterest to the brand sites.

As for Twitter, it is now allowing marketers to view the performance of their Promoted Tweets amongst users outside of their intended target audience, giving them access to engagement metrics such as retweets and replies to Promoted Tweets. This should allow marketers to better segment their actual (vs. targeted) audience in order to more accurately tailor their marketing campaigns.

It will be interesting to see what innovations in customer relations and marketing will come out of these initiatives for brands themselves, as well as what direction and further progress in social data analytics the future will bring.

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