PINTEREST gives marketing data a hug The socialists: a pov whitepaper
Which brings us to Pinterest’s latest innovation: Pulling in data about marketers' own customers.
In March 2016, Pinterest announced brands could match their CRM data, or house files on customers, to Pinterest users. Pinterest product manager Nipoon Malhotra told AdExchanger they hope to “massively expand the categories for product targeting” from 30 today to more than 400 via this CRM matching, because more data on customers will create more opportunities to segment Pinterest categories.
OK, what does this mean? Basically, taking the list of customers that marketers already have, and matching it to users of Pinterest for better profiling. If you like to buy specific camera equipment at a certain store, Pinterest can now pick up that signal to serve you better, more tailored camera results.
Pinterest now puts a pin on all your shopping behavior, even when you are in stores offline.
For instance, Orvis, which sells hunting, fishing, outdoors, travel, and clothing gear, could upload data on its customers to Pinterest to mass-customize marketing offers based on the known products its past customers have shopped for, so a frequent business traveler doesn’t get a wasted ad impression for a carbon fly-fishing rod. This targeting won't just be based on web behavior, but also on catalog sales and in-store purchases—providing a true view of each customer's entire purchase history at Orvis.
Neutrogena recently won a “best media plan of the year” from Adweek by using shopping data in a similar way to tailor digital banner ads to customers, promoting the next-best product to meet their needs. Now consider doing this with Pinterest, with its thousands of lust-worthy product images, and the impact on product sales could be enormous.