Kahuna, a Sequoia Capital-backed mobile marketing startup which raised $11 million in Series A funding in February, aims to tackle the cross-device messaging problem via a tool released Thursday called RevIQ. The tool is designed to send strategically timed automated messages that hit consumers on the device on which they’re most likely to convert.
Clients using RevIQ include Coupons.com, Overstock.com and Hotels Tonight. According to company CEO Adam Marchick, Kahuna customers tapping into RevIQ have seen between a 30% and 60% conversion lift in their engagement campaigns, and a roughly 10X increase in push notification response rates from 2% to anywhere between 21% and 30%.
Clients log into Kahuna’s platform to create trigger-based campaigns and a series of message variations. After establishing the most ideal timing by sending one message to a group of users at different intervals, the system starts testing the messages to find which one performs best for specific users. All the while, Kahuna’s algorithm ingests customer data points, including order history, brand affinity and device and messaging format preference.
“Timing matters,” Marchick said. “Take something like Yahoo Sports. You might look at it on your phone at 9 a.m. during your commute, on your MacBook at noon while you’re taking a break at work and at 10 p.m. on your iPad when you’re sitting on your couch. If you don’t understand omnichannel, you’re probably sending an email at 9 a.m. instead of a push notification and just hoping it works.”