The partnership will give the social media analytics software company access to Tumblr’s firehose. Tumblr is a blog hosting site with over 245 million blogs.

As a preferred analytics partner, Crimson Hexagon can use Tumblr data to identify instances of brand mentions and logos, measure conversation volumes and analyse sentiment drivers.

“As we evaluate product and partnership decisions, our goal is always to be where our customers are and ensure that we’re providing them with valuable consumer insights,” said John Donnelly, senior vice president of global sales and marketing at Crimson Hexagon. “Through the preferred analytics partner programme, Crimson Hexagon users now have the ability to glean insights that can help drive strategic business decisions.”