San Francisco—Analytics company Union Metrics has released its Tumblr analytics platform
from beta, enabling marketers to assess the performance of their campaigns on the microblogging platform.
Tumblr announced its first foray into advertising in May. According to Union Metrics, beta users of its Tumblr analytics platform include DreamWorks Animation, sports equipment company Puma, the Sephora cosmetics chain and Yale University.
Union Metrics' platform includes tracking of Tumblr blogs and topics, engagement levels and trends, identification of influential contributors, popular content and reblogging, Union Metrics said in a statement.