Facebook has a new tool designed to cross-reference Messenger interactions with its Facebook user data.
Facebook Messenger bots have increasingly become popular since it was launched last April. As a matter of fact, more than 34,000 bots have been added by different developers to the fast growing lists. According to Marketing Land, the new analytical tool will detail to Messenger bot makers how users interact with bots and cross-reference those statistics with Facebook profile data. The aim, according to the report, is to improve users’ experiences with the bots. The good thing is, like other analytical tools, this one is also available for free.
Brands and publishers are the big gainers of the new analytical tool. They will be able to use it for apps the same way they have been using Facebook’s analytics platform to track how people interact with their websites and mobile apps. This will then help them to connect them across the three platforms [websites, mobile and apps].
The new analytical tool makes a lot of sense in that a Messenger bot maker will be able to view how many people chose to receive messages from a Messenger bot. He will also be able to break down the audience into segments according to their profiles on the social media giant. Information that will be available for break down could include, but not limited to age, gender, job title, household income, purchase behavior, and relationship status among others. This sort of information, according to Facebook Analytics for Apps product manager Josh Twist, will enable brands to see which message was sent before decision to block the bot was taken.
“If your bot has a purchase stage, you can send a purchase event, send over the value [of the purchase], and then one of the cool things you can do is segment based on behavior. So you can segment the people who made a purchase or the top 10 percent of people who made a purchase by count or value. And then you can use that segment to look at the demographics and really try to understand what is it about these people that makes them more likely to convert,” Twist said, per Marketing Land.
The competition is on…
By launching this new tool, Facebook is set to compete big time with Google and Adobe, and will by no means restrict the ability of Messenger bot users from using third-party tools.
Facebook revealed bots during the F8 developer conference last April at a time Google was edging others with its micro-moments. Bots may have been around for a while, but Facebook has even made them more popular and compatible with business.
They [bots] are essential to businesses because they can use them to manage order fulfillment functions efficiently. During the presentation last April, Facebook’s CEO showed a bot from the 1-800-Flowers allowing users to order flowers without talking to a human being. With bots, Facebook wants to be the go-to source for the businesses’ apps; and this happens to be the case with more than 34,000 developers already on the list.