Mobile messaging service provider LINK has announced a partnership with AI-powered decision intelligence platform SourseAI, aimed at help brands accurately evaluate the effectiveness of messaging channels and adopt a marketing mix modelling approach.

LINK noted understanding how campaigns on platforms such as SMS, WhatsApp, Instagram, and Viber influenced sales or brand metrics has historically been a challenge. However, with SourseAI’s decision intelligence engine and LINK’s messaging solutions, the company said marketers can gain insights to evaluate campaigns and make informed decisions.

The partnership extends to LINK’s no-code chatbot platform, MyLINKConnect, allowing organisations to automate conversations or build chatbot-like flows to engage with customers. The data science approach can be applied across the entire marketing mix to quantify the contribution that traditional and new channels make towards brand, lead generation, sales and customer relationship management.

"Marketers have so many channels and tools available to them it can be hard know to where to start and what’s going to shift the needle. We know that messaging channels are vital for cut-through and can boost loyalty, but setting strategies can be hard, especially when starting out. SourseAI’s collaboration with LINK helps marketers get clarity and certainty when adding two-way messaging to their strategies. It helps make sense of the data, provide insights and predict outcomes to deliver real business impact," says CEO and co-founder of SourseAI, Tanya Hyams-Young.

UK Director at LINK, Simon Dodd, said messaging channels are a vital, yet underutilised tool for marketers. The company has cited figures mobile messaging read rates exceed 85%.

"Messaging delivers leads, improves engagement, brand perception and loyalty. But it is also seen as a black box by many marketers. Bringing a marketing mix modelling approach to messaging channels will be a huge benefit for brands," he said. "Together, we can use data science to help marketers determine the most lucrative offers, most effective communications, and which delivery channel to communicate through. And we can offer the ability to execute multi-channel campaigns in a single portal."