Cannes Lions 2019: Global Head of Pinterest Partnership Programs, Michael Akkerman, on how marketing intelligence helps provide a full view of the Pinner customer journey
In his role at Pinterest, Michael Akkerman oversees a robust ecosystem of third party technology providers, like Datorama, to help businesses, advertisers and creators be able to scale and find success on the platform. We sat down with him this year at Cannes Lions to discuss the unique customer mindset on Pinterest and how marketing intelligence platforms can solve for complexities.
250 million people seek out the Pinterest platform every month for inspiration around products and services that they ultimately want to purchase and use— whether they’re looking for something short term like a new coffee table, or they’re planning something long term like a wedding. ‘Pinners’ (Pinterest users) are unique consumers who are already in a commercial intent mindset and brands on the platform are able to capitalize by creating authentic conversations and experiences to provide the inspiration that they seek.
However, the path to conversion along the customer journey has become so much more complex than the traditional sales funnel, with customers entering and exiting the funnel at many different touchpoints. As a result, there are so many different data points and sources of data used to measure these interactions. Akkerman notes that “brands and businesses on Pinterest need to be armed to connect with customers regardless of duration and timeline of events and needs.”
Datorama provides brands and businesses on Pinterest the holistic view they need to understand performance data and analyze audience makeup, engagement and ultimately measure success in order to make everything they do on Pinterest more relevant to their consumers.
Watch the full conversation below and be sure to check back on our blog for more Cannes Lions 2019 highlights!