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Insights API added to Salesforce's Marketing Cloud

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Abhigna
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INDIANAPOLIS, USA: The ExactTarget Marketing Cloud from salesforce.com has announced the expansion of its 1:1 digital marketing capabilities with the addition of Pinterest Business Insights, providing marketers with data to better understand their brands' effectiveness on Pinterest, as it claims.

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As a launch partner of Pinterest's MarTech Developer alpha, ExactTarget Marketing Cloud was selected to have official access to the Pinterest Business Insights API.

The integration is said to enable marketers to easily view Pinterest analytics data directly within the ExactTarget Marketing Cloud, empowering them to better optimize 1:1 digital marketing around what customers and their communities are pinning.

According to ExactTarget Marketing Cloud's 2014 "State of Marketing" report, 56 per cent of marketers either currently use Pinterest or plan to use the service in 2014.

"As Pinterest increasingly becomes a part of the customer journey, brands need to take into account Pinterest insights not only for social marketing, but to better inform all digital marketing," said Scott McCorkle, President, Technology and Strategy, ExactTarget Marketing Cloud. "We welcome Pinterest Business Insights into the ExactTarget Marketing Cloud to give brands the ability to connect more closely with customers and pinners."

"As our customers increasingly turn to Pinterest for inspiration, we see a tremendous opportunity to further expand the Pinterest experience across digital channels towards the creation of a truly engaging shopping experience," said Catherine Wood, Director, Relationship Marketing, HauteLook. "The data insights from Pinterest enable us to predict trends, develop more relevant content, and empower our customers to influence the merchandise we offer."