Pinterest Is Beefing Up Its Measurement Efforts With a Focus on Sales and Attribution Data#WHATELSE Rishi Sen • June 16, 2017
Pinterest is reworking its measurement partnerships a bit, adding a crop of companies that specialize in nitty-gritty tactics that advertisers are increasingly clamoring for, such as sales lift, attribution and audience verification.
Six data firms—Acxiom, Nielsen Catalina Solutions, Neustar MarketShare, Analytic Partners, Nielsen Digital Ad Ratings and IRI—are joining Pinterest’s Marketing Partners program. In November, Pinterest revamped the program, adding 15 ad-tech players, including Moat, Kochava and Tune, eight of which specialize in measurement. That means Pinterest now works with a total of 14 measurement companies.
Most notably, the company is adding two new buckets of measurement that didn’t exist before. Nielsen Digital Ad Ratings is powering audience verification, which includes reach, frequency and anonymous demographic data. Neustar will handle multitouch attribution, which tracks the steps involved in a conversion and analyzes how consumers interact with media. Acxiom, Nielsen Catalina Solutions and IRI will measure offline sales lift from Pinterest ads, while Analytic Partners focuses on media mix modeling, which measures and predicts the effect of advertising on sales.
In addition to the new partners, Pinterest released new data that zeroes in on sales and the role the site’s ads play in conversions. Per Oracle Data Cloud and its DLX ROI tool, 92 percent of campaigns from consumer-packaged-goods brands increased sales. As per Oracle, the average CPG campaign in 2016 increased lift by 82 percent year over year.
According to separate research from Analytic Partners, every dollar invested in Pinterest ads resulted in $2 of profit, which fits into Pinterest’s ongoing narrative around proving its ads result in sales.
“We’re committed to helping brands prove the value and impact of their Pinterest marketing,” said Gunnard Johnson, head of measurement, in a blog post. “Our new measurement solutions and partners will help us do just that.”