In an effort to lure more brands, Yahoo-owned Tumblr has partnered with social analytics provider Simply Measured to bring enterprise-level analytics to the social blogging platform. The partnership gives marketers data “to analyze engagement, benchmark against competitors, and measure performance in-context with other social networks”.
Marketers haven’t been without analytics for Tumblr: the platform itself offers users data though its Activity Pages, and Union Metrics offers analytics options for brands on Tumblr. Part of what sets the Simply Measured partnership apart is that it allows marketers to benchmark their efforts on Tumblr against the nine other social networks already partnering with the Simply Measured, including Facebook, Instagram and Twitter. The addition of Tumblr to Simply Measured’s analytics suite gives marketers more insights into their content marketing efforts across platforms. The data comes via Gnip’s access to Tumblr’s fire hose of data.
In an announcemnet today, Simply Measured says four reports will be available to all customers and provide “the most extensive Tumblr analytics available today”.
Tumblr has been working toward generating revenue — launching Sponsored Posts on mobile then desktop this spring. Giving marketers deep-level analytics data is another step in making Tumblr more appealing to large brands and advertisers.
“We’re excited to partner with Simply Measured to bring these enterprise-level analytics to brands and agencies,” said Lee Brown, Global Head of Sales at Tumblr. “As brands increasingly find their audience on Tumblr, it’s important for them to understand the deep engagement and see how valuable that interaction is. Simply Measured helps to put it all together, delivering insights from the Tumblr network that everyone can appreciate.”