Tumblr is teaming up with Union Metrics to provide brands with detailed analytics and data visualisation from the popular blogging network.
The analytics platform was announced by Tumblr’s marketing and revenue consultant Rick Webb at an online advertising conference in New York, The Next Web reports.
The new tool has been built by Union Metrics, which also developed TweetReach, which tracks how a tweet spreads on Twitter. Union Metrics for Tumblr, as the service is called, works similarly, helping to turn countless reblogs, notes and likes into a data visualisation that can be understood at a glance.
There are more than 76m blogs on the Tumblr network and 63.5m posts are made per day. As the only analytics tool to be endorsed by the platform, Union Metrics for Tumblr will have full-fidelity access to Tumblr’s vast data mine.
The service offers analysis of any blog or an individual post, topic or keyword, allowing users (or, more than likely, brands) to see their content is being shared and providing an insight into user engagement.
The service also provides data on key influencers on the network, that is the tastemakers or ‘curators’. It can also generate a full ‘reblog tree’, showing how far a single post travelled over time.
The service is not yet open for registration, but interested users can request an invite.