{"id":3817,"date":"2016-04-13T15:58:36","date_gmt":"2016-04-13T22:58:36","guid":{"rendered":"https:\/\/www.kochava.com\/?p=3817"},"modified":"2022-08-18T15:06:55","modified_gmt":"2022-08-18T22:06:55","slug":"kochava-helps-brands-measure-success-amid-messenger-chatbot-mania","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/kochava-helps-brands-measure-success-amid-messenger-chatbot-mania\/","title":{"rendered":"Kochava helps brands measure success amid Messenger chatbot mania"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]One of the core values of the Kochava team is to invest in\u00a0building a powerful and scalable platform. Platforms provide a foundation for innovation and the\u00a0ability to scale elegantly whereas tools and solutions are designed for specific problems.\u00a0This is one\u00a0of the many\u00a0reasons why top brands trust Kochava for measurement of every type of\u00a0connected device from mobile and tvOS apps to bot and mobile web traffic.\r\n\r\nYesterday, Facebook announced a mechanism for brands to use bots to engage with 900 million users and Kochava customers are the only ones who can measure these engagements immediately. VentureBeat ran an article\u00a0highlighting this capability. It is reprinted below for your convenience, or you can read\u00a0at\u00a0VentureBeat.com<\/a>.\r\n\r\n
\r\n\r\nWhen the gold rush happens, selling shovels can be lucrative.\r\n\r\nYou could say that Kochava<\/a>, a mobile attribution and measurement company, is one of the first to show up to sell shovels now that Facebook has set off a new kind of gold rush.\r\n\r\nFacebook yesterday provided a way for brands to use chatbots<\/a> as a new way to engage directly with the 900 million users of Facebook\u2019s Messenger app. All kinds of brands are now madly\u00a0setting up chatbots in hopes of nurturing customers, and driving business.\r\n\r\nLess than 24 hours after Facebook announced the bot program details and the first list of\u00a0brands building bots for the service (they include Walmart, eBay, 1-800-Flowers, etc), Kochava has stepped up to announce what it says is \u201ccomprehensive measurement support\u201d for chatbots.\r\n\r\nOk, this chatbot thing is new, so\u00a0it\u2019s worth taking a step back to explain again what the heck chabots are, and why you need to measure their performance.\r\n\r\nChatbot is a wonky term for a pretty simple concept. Basically, instead of interacting with a friend over a messaging app, you\u2019re messaging with a business. And that business can interact with you not only through simple text, but with images, links, and other prompts that allow you to buy things or do any number of tasks \u2014 all there in the message flow, without going to the business\u2019 own\u00a0app. Chatbot is the term for the technology used for, and it can be more or less sophisticated.\r\n\r\nJust like brands need a way to measure the way users interact\u00a0with their web site or mobile apps, brands need a way to measure activity with their bots.\r\n\r\nAnd surprisingly, Facebook didn\u2019t announce any in-house tool to do that.\r\n\r\nSo Kochava is the first to do this, filling an important void, VentureBeat has learned.\r\n\r\nTake a hypothetical example. Let\u2019s say you\u2019re a Messenger user and you\u2019ve opted into relationship with Lyft previously. Lyft can interact with you on Messenger and may, say, make a sponsored offer for a discounted ride. You can then\u00a0engage with Lyft\u2019s bot to order a ride, and Kochava can measure the activity for Lyft to report back how efficiently the campaign\u00a0worked.\r\n\r\nTo start out with, brands won\u2019t be able to hard-sell users with offers. Facebook said clearly yesterday that bots aren\u2019t intended for ads or promotions for now. While Facebook\u00a0said it is testing sponsored messages on \u201ca small scale,\u201d Facebook said it wants brand bot-makers to focus on \u201corganic experiences\u201d for the time being. Users can interact with a bot and click on a button to order a Lyft ride to launch the experience themselves. Also, Facebook has offered a plugin Lyft could\u00a0use to show a Messenger button within Lyft\u2019s own app, which users can click on to demonstrate an opted-in relationship.\r\n\r\nGoing forward, there will be more complexity. For example, Lyft may try to reach users through sponsored offers via other partners that already have a relationship with user within Messenger. Lyft will likely want to measure all of these interactions, to track and measure which partners are performing the best for them. And since a user technically never has to download the Lyft app, but may register with Lyft directly through a bot within Messenger, Lyft needs to measure this all\u00a0outside of its main app.\r\n\r\nBut to be clear, even to begin with, brands can now run \u201cSponsored Messages\u201d ad campaigns to customers who have voluntarily started a chatbot conversation with them, or they can buy so-called \u201cClick to Message\u201d News Feed ads to entice potential customers to start a conversation with their Chatbot. So you will<\/em> see an ad\u00a0in your News Feed that you can\u00a0click on to be able to engage with the brand\u2019s bot.\r\n\r\n(If these nuances sound complicated, it\u2019s because they are. Facebook is bending over backward to try to stop spam, but also provide\u00a0ample ways for\u00a0businesses to message customers if they have a preexisting relationship with them.)\r\n\r\nAny company or developer that wants to build a bot can incorporate Kochava\u2019s measurement of how an end user responds\u00a0to their bot and when exactly the bot-maker\u00a0is added to the user\u2019s Messenger contact list. Developers can measure things like registration, transactions, or any other discrete activity through the bot interaction.\r\n\r\n\u201cSome brands need to measure engagement on a per user basis,\u201d Kochava CEO Charles Manning told me a phone interview about his new offering.\r\n\r\nKochava has released documentation describing its support here<\/a>. Manning said he is moving fast, and so will continue to update the documentation page throughout this afternoon. He said the documentation will also show examples of bot creation and measurement.\r\n\r\nAll of this will help brands track\u00a0multi-touch attribution. Typically, brands have wanted to track users as they\u2019ve gone from web to mobile. Well, now Kochava helps brands track a user as they move through\u00a0bots as well.\r\n\r\nKochava\u2019s architecture was built using \u201cweb hooks,\u201d and it\u2019s an architecture that translates well to the architecture being used around bots, Manning said. Kochava has the ability to let its clients \u2014 through server-to-server communication \u2014 hook into Kochava\u2019s attribution engine through various end points, which are called\u00a0web hooks.\r\n\r\nKochava has been an early user of bot service Slack, and eight months ago created the ability to have a Slack bot message when one of Kochava\u2019s attribution reports was completed. From there, it was easy for Kochava to create a way for such a notification to be made on Facebook\u2019s Messenger, Manning said.\r\n\r\nManning said the service will support other services beyond Messenger, including chat company Kik, which also recently released a bot store.\r\n\r\n\u201cAs we explore how bots can interact with consumers, and brands begin to create chat-optimized ad campaigns at scale, Kochava is ready with a universal platform to track and measure interaction across multiple channels and devices, giving brands a truly comprehensive view of their customer\u2019s engagement,\u201d said Manning in a prepared release obtained by VentureBeat.\r\n\r\n\u201cWhether a consumer is interacting with a brand via an installed mobile app, a chatbot, mobile coupons, through desktop mobile web, or some alternate channel, Kochava is the universal measurement platform across all connected devices that brands can rely on to track, measure, and optimize that interaction.\u201d\r\n\r\n
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Start Measuring Bot Engagement Today!<\/span><\/a>\r\n[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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