What Football Site Goal Has Learned from its Messenger Bot

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The initial hype around Messenger bots has died down, but U.K. football site Goal is convinced of their ability to build brand awareness, spending the last six months refining its bot strategy.

The Goal bot has 115,000 subscribers, and it adds about 500 subscribers per day, according to the publisher. But Goal’s focus is the time people actively spend using the bot rather than total subscription numbers, which soon become meaningless, similar to app downloads.

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