WeChat Adds More Analytics Features to Official Accounts
Ebrun, 8/08/14
On August 7, Tencent's (0700.HK) WeChat mobile messaging app upgraded the data analytics features of its official accounts backend platform. Official accounts are used by enterprise and celebrity users on WeChat to interact with "followers." New features include:
1. "Growth source" statistics allow official account operators to view the source of newly added followers;
2. "Handset model analysis" features let operators see the type of mobile terminal used by followers;
3. "Article statistics" allow operators to check the number of times an article is read through different channels, such as via public account chat window, "Moments" walls, or shared by WeChat friends;
4. "Bookmarks" allow operators to see the number of times an article is bookmarked;
5. "Keywords" allow operators to see which keywords are most frequently used in the messages that users send to official accounts.
Tencent has also modified its "article view count" feature for articles posted by official accounts. Now, after an official account article is read more than 10,000 times, the backend no longer displays specific view count data for the article, and simply reads "10,000+."
Keywords: wireless Tencent 0700.HK WeChat analytics mobile IM mobile advertising
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