Waggener Edstrom Worldwide

*This post was co-authored by Jen Grant and Austin Clark.

It’s tough to say if we’ll ever truly understand what consumers want, but by the grace of digital analytics we are getting closer. Today Pinterest released an analytics system, and my-oh-my is it important to our industry. Here’s what the system does:

• If you have a verified website, you’ll get information about how many people have pinned from your site, how many people have seen these pins, and how many people visited your site from Pinterest.
• Also shows you a selection of your most repinned, most clicked and most recent pins so you have a better idea of what’s popular.

As an example, let’s take a look at how this insight will be valuable to brands who market to women. If you’ve spent any time on Pinterest, you should have realized by now that it is a gold-mine of quantitative data on what women truly want. Combined with the data points below, you can see how the new analytics Pinterest is offering makes it a channel where marketers can become extremely targeted with their outreach.

• 85% of consumer purchase decisions are made by women
• Women are 5x more likely to visit Pinterest than men (source: Pinterest)

It may take a few minutes to sift through the randomness that begets today’s everyday woman, but the information is there.

New programs like Half the Sky and Lean In, are also authentically tapping into the mind of women, and thriving because it. As such, Pinterest’ s female-centric user base, when paired with their new analytics system, will provide invaluable insight marketers simply won’t find anywhere else.   As digital strategists here at Waggener Edstrom, we see the significance and will be using the insight to further marketing campaigns.

Are you ready to dive and take a look at Pinterest analytics for yourself? Here are a few steps to get you started:

1. Get early access to Pinterest’s new look.
2. Make sure you have a verified website. If you have a website listed on your profile with a check mark next to it, you’re verified. If not, follow these steps to verify.
3. Once your website is verified, go to the top right menu and click on Analytics.
4. Start exploring! Change your date range to see how things have changed over time or download your analytics to sort through the data on your own time.