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In a long awaited move to make itself more measurable to brands, Pinterest unveiled a new business insights API to select companies including Salesforce (Exact Target Marketing Cloud), Curalate, Hootsuite, Spredfast, Percolate, Piqora, and Tailwind.  Pinterest will also enhance its API platform to help make insights easier to measure. The move is the first by Pinterest to allow third-party developers to build on top of its platform.  Curalate, one of the visual analytics and marketing platforms selected, believes the API will give brands more meaningful insight into their performance on Pinterest.

“The Business Insights API will enable Curalate to strengthen its offerings to give brands the insights and tools they need to succeed on Pinterest,” said Apu Gupta, CEO, Curalate. ” Curalate is the only visual analytics company to be included in Pinterest’s Business Insights API initiative, Tumblr’s A-List program, and listed as an Instagram Platform Developer.

Pinterest, which has become the dominant social-media sales driver for many companies, has grown rapidly and is now used by one-fifth of adults in the U.S.  One of the complaints among brands in the past, however, is that Pinterest hasn’t offered a comprehensive suite of analytics or API for developers, which made it difficult for brands to track usage of the service. Pinterest does currently offers Pinterest Analytics, a free tool for brands to use in order to see how many people are Pinning from their website and seeing and clicking on content.

Pinterest’s new business insights pilot program will open the gates even further, allowing marketing technology developers to add additional insights and features such as conversion tracking capabilities that Pinterest doesn’t currently offer.  As a result, brands using analytics companies, such as Curalate, will be able to make better decisions about which products are likely to sell out and which products are less popular across the network.

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