GroupM Next Links with Curalate for Pinterest Data

WPP innovation agency GroupM Next has signed an agreement with social media specialist Curalate, to provide GroupM clients with engagement analytics from the Pinterest social platform.

GroupM Next was launched earlier in the year to provide insights into developments in online, mobile and social media.

Through the partnership, GroupM Next will absorb Curalate's licensing fee costs to make the latter's social analytics tool available to clients of the GroupM agency network.

Curalate employs a combination of proprietary image recognition technologies and big data analytics to track how visual content moves through Pinterest, and assess whether that content eventually links to a company's site and results in a sale.

By using data from Curalate, those GroupM clients which have pinboards on Pinterest will receive insights into their visibility and engagement on the social network, including details about recognition of images related to a brand, brand advocate and trend identification, competitive analysis, and understanding of traffic sources.

GroupM Next Chief Innovation Officer Cary Tilds (pictured) says the licensing agreement allows clients to learn and innovate quicker, and will enable GroupM agencies to offer clients to clients 'a faster way to understand new, emerging, visually-based social ecosystems that are engaging consumers in new ways.'

Web sites: www.groupmnext.com and www.curalate.com .