Pinterest: Marketers think reach is the only thing that matters
Arguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”.
When Andréa Mallard arrived at Pinterest as CMO in 2018, she realised the “goldmine” of insights and data the social platform was sitting on.
As soon as she saw the insights available, Mallard rang the new CMO of her old company, activewear brand Athleta, to tell them they needed to access the “incredible, rich data” from Pinterest. Every day she tells CMOs: “If you’re not using our data, you’re 100% missing out.”