• by Erik Sass , Staff Writer @eriksass1, July 14, 2015

Social media analytics company Crimson Hexagon has been named a preferred analytics partner for Tumblr, giving it access to data reflecting all public activity on Tumblr in real time, the company announced Tuesday morning. The partnership will enable Crimson Hexagon provide brands and agencies with insights about Tumblr including popular topics, sentiment, and brand mentions.

In addition to Crimson Hexagon’s semantic analysis capabilities, the agreement also leverages its new image analytics service to help marketers make sense of Tumblr’s visual content. Unveiled last month, the image analytics service is part of Crimson’s ForSight analytics platform and allows marketers to see how and where consumers are sharing images of their logos, even when the brand isn’t mentioned by name.

Meanwhile, Crimson Hexagon’s linguistic analysis capabilities will allow marketers to measure conversation volumes, identify sentiment drivers, and better understand the consumer voice, which can in turn inform marketing campaigns, loyalty and retention programs, ad strategy, corporate messaging, and customer service, among other areas.

Crimson Hexagon senior vice president of product Errol Apostolopoulos said that the analytics outfit has been building out the Tumblr analytics service over last six months in a beta test phase, working with a number of customers on the brand and agency side to assess client needs.

John Donnelly III, senior vice president of global sales and marketing at Crimson Hexagon, added that Crimson Hexagon has also been working closely with the sales team at Yahoo, which owns Tumblr, presenting a joint service for enterprise customers considering establishing a Web presence to Tumblr, or even migrating their primary site to the blogging platform.