• MoEngage, an omnichannel marketing campaign automation platform, announced a new WhatsApp Business Integration allowing users to gather customer insights and run personalized WhatsApp campaigns.  

• The firm claims that by leveraging its proprietary AI and ML-powered marketing predictions platform, “Sherpa,” marketers would be able to observe customer behavior, gather insights, and prompt enterprises to send targeted WhatsApp messages to reduce the incidence of abandoned shopping carts. 

• Users would also be able to assess the long-term impact of WhatsApp campaigns on key business metrics like LTV, revenue, retention, and product stickiness.   

<ul><li> Analyst QuickTake: The new integration likely builds on MoEngage’s recent collaboration with Microsoft where users can leverage Microsoft Dynamics 365 customer insights to provide personalized customer experiences, This follows a broader growth in mobile-based marketing channels where a number of other firms specializing in ecommerce marketing, such as Manychat, which recently launched Whatsapp chat marketing automation , and Yotpo, which introduced a first-of-its-kind SMS “click-to-buy” feature, have been strengthening their mobile marketing offerings, which is reflective of the strong growth anticipated for ecommerce and d2C brands.</ul>