Tumblr and Union Metrics announce analytics platform. Union is giving brands the opportunity to interpret the wealth of data available on Tumblr, which hosts around 75 million blogs and 32 billion posts.
Union Metics, best known for its TweetReach Twitter metrics, will now be Tumblr’s preferred analytics provider. Union says it will be able to measure activity and engagement for any blog or any topic on Tumblr.
Revenue and Marketing Consultant for Tumblr, Rick Webb, seemed thrilled with the prospect of the blogging platform’s allegiance with Union Metrics and the tools it made available for brands.
"We are psyched to endorse and recommend Union Metrics to brands and marketers so they can better measure their success on the network,” he remarked. “No one has built anything similar and the intel the tool picks up on brands is amazing.”
Discover how posts resonate
The analytics will show how posts are resonating with full breakdowns of likes and reblogs. Union will also be offering a reblog network visualisation to show how content is shared.
Advertisers have the chance to compare post and response volumes to examine how they fare against the competition. Data measuring the types of tags or posts driving engagement can be called upon too.
Brands interested in the new functionality can register interest at Union Metrics. Unfortunately, Tumblr’s new analytics platform is only currently available on an invitation basis, but both companies have confirmed a public release will follow shortly.