Tumblr agrees deal with social analytics firm DataSift, offering brands insight on 5.5 billion monthly interactions
Tumblr has struck a deal with social media analytics firm DataSift which will enable brands and marketers to gain insight based on more than 5.5 billion global Tumblr interactions every month.
Deal: Analytics firm DataSift will offer insight based on Tumblr data
The agreement adds Tumblr insights to the big-data inspired social analytics platform, which also collates information from Facebook, Twitter, Amazon and YouTube.
Derek Gottfrid, VP of product at Tumblr, said: “Brands have turned to Tumblr for new ways to connect with highly engaged users and engage in brand storytelling.
“Through this partnership with DataSift, we’re delighted to enable these brands and agencies to unlock new insights about the audience that is consuming and sharing their creative content.”
Initial analysis of Tumblr data from DataSift showed retail, fashion and automotive issues prompted the strongest global engagement. Ford, BMW and Jeep drove the most engagement in automotive, while Fashion Week in New York and London made the industry a big talking point across the network over the last fortnight.
Steve King, CEO of marketing agency Black Swan, commented: “We’re looking at Tumblr to see how content about our clients is being shared, whether there’s anything damaging to their reputation or whether there’s insight we can gain about their audience.
“Our data science team models social data to understand customer behaviour, and having access to current and past Tumblr data will be a very important part of our model as we build out the predictive aspect.”
DataSift analysis also showed that users of the site were the most prominent creators of content, not brands, and pointed towards the potential in untapped engagement and advertising for marketers by forming strategies complementary to Tumblr users’ behaviours.