Dive summary:
- Pinfluence's image recognition software pinpoints the exactly image pinned to Pinterest that is associated with the link back to the website.
- Prior to Pinfluence's technology, only the pin and link could be tracked, meaning marketers could not identify which specific image was driving the most interest.
- Pinfluence's image recognition software with URL matching could prove useful on other large websites as well, particularly retail.
From the article:
"'The way our crawlers work is we pull data from Pinterest continuously, extracting pins, pinners, comments, likes. Then we start separating pins that [belong] to a brand’s website. That’s what we’ve been doing until now. Then we start separating images for the webpages. At the end of the whole crawl process and data processing and image processing, here are the images that got pinned, the products that got pinned and here’s the website performance,' he said.
That attribution means a retailer like Sephora (a Pinfluencer client) could see which lipstick in particular is driving Pinterest traffic to its "lips" category page. The beauty giant could then take that insight and promote that lipstick on its home page, create its own pinboard featuring the product and complementary items or add in-store signage identifying it as popular on Pinterest."
