Eugene Pyatigorsky at Analytics That Excite

ACH IEV ING GAME CHANGING RESU LTS ON P INTEREST W I TH CONTENT + DATA

EUGENE PYAT IGORSKY

• 100% Pinterest focused: a technology company with unique content and data

• Marketing & data geeks who help brands deliver meaningful content experiences

• We go deep with brands who are looking to scale success on Pinterest

HI , WE’RE AHALOGY! Est. 2012, Cincinnati, OH

AGENDA

WHY YOU NEED GREAT CONTENT TO WIN ON P INTEREST

WHAT ’ S D I F F ERENT ABOUT GREAT V I SUAL CONTENT

HOW TO USE ANALYT ICS TO CRAFT A CONTENT S TRATEGY

Ahalogy.com/Research@

P INTEREST I S A L L ABOUT GREAT CONTENT

P INTEREST IS AT THE HEART OF WHAT’S IMPORTANT

Planning (& shopping!) for Big Life Events: Weddings, New Baby, New Home, Back To School, Holidays, Vacations

#3 Driver of Worldwide Referral Traffic …behind only Google & Facebook

Combines Paid & Earned for outsized content results Promoted Pins, Buyable Pins, Rich Pins, Cinematic Pins


P INNERS HAVE D IVERSE INTERESTS Categories for which Pinterest is the Go-to Source…

Auto Technology Travel Men’s Fashion

Kids Outdoors Health & Fitness

Women’sFashion

Gardening Holidays & Events

Gifts Weddings Hair & Beauty

Food & Drink

Home Décor

DIY & Crafts

60%

52%

42%40%38%35%34%34%33%

25%22%

19%17%16%10%9%


Re-pin rate is the primary KPI for Pinterest success

CONTENT IS QUEEN ON P INTEREST While discoverability remains elusive


MOST OF THE ENGAGEMENT GOES TO A HANDFUL OF GREAT CONTENT


0%

20%

40%

60%

80%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Cumulative Pins

Cum

ulat

ive

Clic

ks 6% of Pins

= 80% of Clicks

… ACROSS MUCH OF P INTEREST

% P INS REQU IRED TO ACH I EVE 80% OF T RAFF IC (C L ICKS )

Hair & Beauty 4.0%

Holidays & Events 5.9%

Health & Fitness 6.3%

Fashion 4.2%

Home Decor 7.4%

Food & Drink 6.5%

Total Pinterest 6%


DATA SC I ENCE FOR THE WIN!

1. F IND THE BEST -PERFORM ING V I SUAL CONTENT

2. USE MACH INE L EARN ING TO TRA IN A MODEL

TO PRED ICT WH ICH CONTENT WI L L DO BEST

3. ? ? ?

4. P ROF I T !

WHAT ’S D I F F ERENT ABOUT

GREAT V I SUAL CONTENT?

THE B IG QUEST ION I S WHAT MAKES GREAT V I SUAL CONTENT?

STAND BACK … SC I ENCE !


HUH ???

HUMANS AND COMPUTERS ST I L L PROCESS V ISUAL CONTENT VERY D IFFERENTLY


In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a surprise of a lifetime.

Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented an elaborate ruse so that she would be caught unawares by his arrival.

"I had been bugging him for months about when he would be able to come home and he had me totally convinced that he was not going to be able to come at all," she wrote in the video's description.

However, Rebecca admitted that she had become a little suspicious when her husband's whole family — including his brother Jim who is also in the army and flew in from Europe -- came to town.

But the soldier's family were in on the plot.

"They all convinced me the surprise was really Jim coming back early, and not my husband coming home," Rebecca wrote.

"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably," wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."

Rebecca added that her husband's deployment will be coming to an end soon and the family is excited for him to return home for good.


MACHINES DO SEMANTICS PRETTY WELL ! IBM Watson extracted dimensions


Excitement

Self-expression

Closeness

Extraversion

Self-transcendence

Ideal

Conscientiousness

Openness

Emotional range

Challenge

Curiosity

Hedonism0 0.25 0.5 0.75 1

USE ANALYT ICS TO SHAPE YOUR CONTENT S TRATEGY

Machine-learning optimization technology to maximize

Pinterest KPIs

Data-based owned content recommendations, and license to

proven external content

Leverage top performing content to drive

exponential success

TH INK SEARCH & OPT IMIZAT ION TO WIN

ScaleOptimizeSource


CONTENT CONSUMERS

WANT

WHAT YOU WANT TO

TELL CONSUMERS


ONE APPROACH: CHANGE YOUR CONTENT Make your content more like what they want

CONTENT CONSUMERS

WANT

WHAT YOU WANT TO

TELL CONSUMERS

`


ANOTHER APPROACH: JUST G IVE THEM THE CONTENT THEY WANT

CONTENT CONSUMERS

WANT

WHAT YOU WANT TO

TELL CONSUMERS


F IND THE R IGHT MATCH

CONTENT CONSUMERS

WANT

WHAT YOU WANT TO

TELL CONSUMERS

R IGHT TO PLAY


EASY ENTERTAINING

• External content keeps your boards active and relevant

• See what content is resonating with your target audience

• Brands using Ahalogy external content see a +4x improvement to traffic back to their own sites!*

SOURCE EXTERNAL CONTENT Licensed, brand-relevant, external content helps you learn what works



Pinterest KPIs




exponential success


ScaleOptimizeSource


CONTENT I S MADE UP OF CONST I TUENT “ INGRED I ENTS”

DIG INTO CATEGORY -SPEC IF IC CONTENT Future focus for editorial planning


MAP CONTENT AND TREND INS IGHTS Create brand and consumer relevant content calendar

July August September October November

ChristmasChristmas

ThanksgivingChristmas

ThanksgivingChristmas

Thanksgiving Christmas

Fourth of July Back to School

Back to School Labor Day Halloween

Labor Day Halloween Halloween Thanksgiving

Tre

ndi

ng

Pea

kin

g

CreamCheese

Pumpkin

Orange Oatmeal

CornGarlic Turkey

Mushroom

Fish Almond EnchiladaSausage Potato

Ingr

edie

nt/

Rec

ipe

Con

ten

t


OPT IMIZE P IN IMAGE AND COPY Small changes to Pin imagery & copy can have a significant impact on engagement

Adding multiple “product angles” drove +624% repins

Keyword recommender uses makes it easier to get better results, with proven data


OPT IMIZE P IN D ISTR IBUT ION Intelligent scheduling ensures engagement when she’s most receptive

0%

70%

140%

210%

280%

350%

0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00

Chocolate

Dinner

Breakfast



Pinterest KPIs




exponential success


ScaleOptimizeSource


PROMOTED P INS HAVE BONUS ECONOMICS

0.0

75.0

150.0

225.0

300.0

Standard Ads Promoted Pins Ahalogy Client

140%

30%

100%100%100%

Paid Earned


BUT YOU’LL NEED A LOT OF CONTENT!

500

50

5

TEST ORGANICALLY

TEST PROMOTE

KEEP THE WINNERS


BUT YOU’LL NEED A LOT OF CONTENT!

500

50

5

TEST ORGANICALLY

TEST PROMOTE


$10k Promoted Pin testing

$90k Promoted Pin spend on the winners

$100k Spent on media

+ 1.4x bonus =

$240k

Media value

WHICH IS VERY COSTLY TO CREATE !

500

50

5

TEST ORGANICALLY

TEST PROMOTE


$500k ($1,000 each)

$10k Promoted Pin testing

$90k Promoted Pin spend on the winners

$100k Spent on media

+ 1.4x bonus =

$240k

Media value

A BETTER WAY TO PROMOTE CONTENT Curate-to-create, and then promote

>35 ,000 ,000 ,000

50

5

CURATE

CREATE

LEARNED

OWNED

PAID


EF F IC I ENT CONTENT ECONOMICS ON P INTEREST

AT SCALE

CHECK OUT MORE ANALYT ICS !

[email protected]@Ahalogy

THE MARKETER ’ S SOLUT ION FOR P INTEREST

Ahalogy.com/Research

THAT ’ S GREAT ! T E L L ME MORE…

(Q/A )

Data & Analytics

Eugene Pyatigorsky at Analytics That Excite