Factors Affecting Response Rate in Messenger-Marketing

Student: Andriyanov Yan

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management and Analytics for Business (Master)

Final Grade: 9

Year of Graduation: 2020

Master Students’ name Yan Andriyanov, Alexey Tretyakov Master Thesis Title Factors Affecting Response Rate in Messenger Marketing Programme Management and Analytics for Business Faculty St.Petersburg School of Economics and Management Year 2020 Academic Advisor’s name Evgeny A. Antipov, Associate Professor Description of the goal, tasks and main results Goal - to identify factors affecting response rate in mass mailings in messengers. Tasks: - to assess theoretical background of messenger marketing and factors affecting response rate in messenger mailings topics to identify literature gaps in the research field; - to develop conceptual framework for the analysis comprising of dependent and independent variables that could potentially affect response rate in messenger 6 mailings; develop hypothesis on the effect of mentioned factors on dependent variable (response rate) - extract exhaustive amount of data from “TextBack” servers for the model; - clean raw data up, prepare it for the analysis and load it to the Python - interpreted, high-level, general-purpose programming software; - conduct analysis using the most appropriate methods such as Random Forest and Kernel Density Estimation; - to interpret the results, draw conclusions and develop recommendations for practitioners Main results - text message length, emoji count and timing are three the most important factors affecting response rate; - text message length negatively affects response rate; optimal text message length is in the interval: 50 to 240 characters; emoji count negatively affects response rate; optimal number of emojis is in the range: 1-3; ‘lunch time’ (since 12:00 to 15:00) and ‘spare time’ (since 17:00 and afterwards) is the best timing for mass mailings in messengers); WhatsApp Business Account is the best channel for mass mailings in terms of response rate; Top 3 Messengers: WhatsApp Business, Telegram, WhatsApp Unauthorized Keywords Messenger marketing, chatbots in messengers, messenger bulk mailings, automated sales funnel, conversion rate optimization, conversion optimization, messenger response rate optimization

Full text (added May 15, 2020)

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