Pinterest: Middle of the Funnel | In Practise

Pinterest: Middle of the Funnel

Former Global Head of Customer Success and Operations at Pinterest

Learning outcomes

  • How user intent differs on Pinterest compared to Google Search, Facebook, or Instagram
  • Core differences in middle and end of the funnel user journeys and advertising products
  • How advertisers view Pinterest versus other social media inventory
  • Comparison of ecommerce on Pinterest and Instagram
  • How the advertising measurement differs on Pinterest versus Search

Executive profile

Dutta Satadip

Former Global Head of Customer Success and Operations at Pinterest

Dutta is the Former Global Head of Customer Success and Operations at Pinterest. He was responsible for all Post Sales and Customer Experience Departments, driving customer satisfaction and retention. Dutta was also heavily involved in launching the Verified Merchant Program to incentivise online shopping on Pinterest. Dutta previously spent 6 years at Google as Director of Customer Success for the Americas where he was responsible for $1.8bn revenue target and all post-sales organizations across Google’s advertising products. Read more

Dutta, could you provide a short introduction to your background please?

I have a diverse background. I first trained as an engineer then took on different types of roles. My personal objective was to see how things got done. I spent time in product management, marketing, mergers and acquisition integration, operations and ultimately, customer experience at Google, where I had the opportunity to get my hands dirty transforming organizations with an objective of keeping the customer first.

At Google and Pinterest, I saw a holistic view of the end-to-end customer journey. I built teams that could grow and scale in terms of footprint and international expansion. In addition, from a cost perspective, we drove sustainable growth more profitably.

Before we dive into customers, how would you describe the typical Pinner?

A typical Pinner is anyone engaging with the platform to find inspiration and things to do. Pinterest's mission is to help people discover inspiring things they can do in real life. Most Pinners engage with Pinterest to find novel ways to explore. Pinterest is an interesting platform because it is very visual.

We have over 450 million users, a good number of which are international. When the platform started it was mainly women but is more gender balanced today. A large proportion of the audience are millennials.

What drives younger males to Pinterest?

Some Pinterest categories, such as good eating and lifestyle, also concern men. A great example is the food category and with COVID keeping people home, one can only do so many protein shakes. So a Pinner asks what other healthy alternatives can I make, taking an existing recipe and substituting ingredients to alter the fat or protein content? Those are questions both sexes ask and what they look for on Pinterest.

Many people search for Keto recipes and seek out which aspects they can swap to create new things. Another gender-neutral area is gardening which may not be an activity they have engaged in before. If they want to have freshly grown tomatoes on their small patio, how do they do it? Pinterest excels at helping you figure out how to articulate that idea into an actionable set of steps to enact in real life.

How do you compare the Pinterest user journey versus a Google Search?

A typical Google Search has, on average, 10 keywords, which implies you know what you are looking for and are trying to make a last-minute decision and look for options. The user is at the end of their purchase journey, almost ready to buy, which is why Google advertising focuses on last click attribution and what happens at last conversion.

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Pinterest: Middle of the Funnel

November 2, 2020

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