‘New metrics will develop’: Brands face marketing challenges with messaging’s rise

With more than 3 billion consumers on messaging apps, brands are coming face-to-face with a whole new set of marketing opportunities, and even bigger challenges. Call it the rise of chat tech. Messaging apps — Facebook Messenger, Kik, WhatsApp and Line — are forcing companies to consider how to collect, measure and analyze consumer data from these increasingly important channels.Read the full article