\u2018Read within minutes\u2019<\/strong>\r\nReplyYes, a startup that sells vinyl records, built its sales engine through text messaging. Not too long ago, it might have relied more heavily on email to reach customers, CEO Dave Cotter said.\u00a0\u201cWhile an email might sit in a customer\u2019s inbox all day, a text is read within minutes, making it much more likely a user will take action,\u201d Cotter said.\r\n\r\nReplyYes sends a daily recommendation to users to buy a vinyl album, and the consumer sends back \u201cyes,\u201d if they want to order. The text marketing messages get viewed 98 percent of the time, while an e-mail is opened 20 percent of the time, Cotter said.\r\n\r\nThe company tracks everything from its interactions with 50,000 members\u00a0\u2014 engagement rates, conversion rates, unsubscribe rates. \u201cYou have to because if you don\u2019t, you\u2019ll mess up the customer experience if you\u2019re not listening to them, and listening to that many customers means looking at data,\u201d Cotter said.\r\n\r\nThe startup Snaps runs mobile content publishing technology and helps brands manage messaging and emoji campaigns. Snaps tracks engagement rates, time spent in chats with brands, and how many people return for more.\r\n\r\n\u201cWe\u2019re constantly looking to optimize for brands, and a lot of that comes down to how compelling their content is,\u201d said Christian Brucculeri, CEO at Snaps.\r\n\r\nSnaps has applied its analytics to another new marketing frontier, emojis. People exposed to one branded emoji campaign, from a consumer goods brand, were three times more likely to purchase the product than people who had not seen the emoji, Brucculeri said.\r\n\r\nSnaps would not name the brand. Still, it showed how brands need to understand these novel marketing channels and their attendant emojis and chatbots.\r\n\r\nEyal Pfeifel, CEO of Imperson, builds brand experiences through chatbots. He has worked with ABC on a Miss Piggy chatbot that talked with people on Facebook Messenger as the character from \u201cThe Muppets.\u201d\r\n\r\nMaking meaningful data connections, being able to identify a consumer across channels and map their digital trail, is still a tall order, Pfeifel said. \u201cIf you look at chatbots today, some services do not even acknowledge that you visited yesterday. Not only is it not cross-platform, but even the messaging bots don\u2019t maintain a history of the user,\u201d Pfeifel said.\r\n\r\nEven if cross-platform tracking is still rudimentary, chat and messaging could open new areas of measurement that would be useful to marketers. Messaging marketers want to keep a close watch of how long people are engaging with their bots and the sentiment driven by the experience. With an ad you measure click-through rates but not how happy it made someone feel, which is something you want to know from a chat, Pfeifel said.\r\n\r\n\u201cA new set of metrics will develop over time around these new kinds of experiences,\u201d Pfeifel said.[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all”…<\/p>\n","protected":false},"author":1,"featured_media":9244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,12],"tags":[],"class_list":{"0":"post-3955","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news-and-updates","8":"category-press"},"_links":{"self":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/3955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/comments?post=3955"}],"version-history":[{"count":8,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/3955\/revisions"}],"predecessor-version":[{"id":26669,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/3955\/revisions\/26669"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media\/9244"}],"wp:attachment":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media?parent=3955"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/categories?post=3955"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/tags?post=3955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}