Mookee Glossary

The terms of conversational marketing and fan engagement, explained simply — sorted in the order you're most likely to need them. Missing a term, or want one clarified? Feel free to flag it to the Mookee team to help complete this glossary.

Conversational AI agent

The word "agent" has been everywhere since AI made its way into everyday use. A conversational AI agent is simply a program capable of holding a real two-way conversation with a fan, a spectator, or the guests of a hospitality area. The nuance is that it doesn't just fire off a canned message: it adjusts its reply based on who's organizing the event, what the event is, and who it's talking to. At Mookee, it replies in under two seconds 95% of the time, and above all in the tone the organization wants — you can ask it for the restraint of a maître d' or the ease of a sports coach. It also adapts the length and format of its replies to each channel used (SMS, WhatsApp, email...).

Last-touch attribution

When an organizer sends a campaign by SMS or WhatsApp, they naturally want to know if it worked: how many messages arrived, how many clicks, and above all, how many sales it actually generated. But how you measure that impact changes everything. You can be generous and consider that any sale after a link click owes it something, even partially — that's multi-touch logic. Or you can be stricter, and credit only the very last touchpoint before purchase, say the last SMS received, ignoring everything else. That second, more cautious approach is called last-touch attribution: it gives a floor figure rather than an inflated estimate of what a campaign really brought in.

Human handoff (escalation)

An AI, however well-tuned, sometimes runs into a request beyond it: a dispute, an edge case, a sensitive topic no one planned for. That's where human handoff comes in — the moment the conversation changes hands from the agent to a real team member. At Mookee, every fan exchange lands in an inbox that looks like a classic mailbox, or the desktop versions of WhatsApp and iMessage. Anyone on staff can read the messages, see what the agent replied, and write directly themselves — to correct a reply, refine it, or simply take over, for example to invite a fan on stage or to a press conference.

Broadcast (one-way messaging)

There are two ways to send a message: one where the fan can reply, and one where they can't. Broadcast is the latter: a message that goes from the organizer to fans, one way, with no possibility of a reply. At Mookee, both logics coexist: you can go fully conversational, where organizer and fan exchange freely, or choose one-way broadcast, where only the organizer speaks.

Outbound campaign

Unlike a message the fan sends on their own initiative, an outbound campaign starts from the organizer: they target a segment of contacts to promote something, follow up, or simply inform. At Mookee, these campaigns are built for organizers pressed for time, in the middle of a rush. A single campaign is enough to reach contacts worldwide, with local numbers, in several languages, on several channels at once (WhatsApp, RCS, SMS). No more need to create one per language, channel, or country — that's time saved for teams who never have enough of it.

Conversational channel

SMS, WhatsApp, RCS, voice, email, web chat: these are the conversational channels, the ones that allow real two-way exchange between an organization and its audience. It's the core of the job, and Mookee adds an omnichannel approach to it: no matter which channel is used at a given moment, SMS or WhatsApp, it's always the same conversation. The agent keeps the history in mind, builds on previous exchanges, and its replies are only more relevant for it.

CRM (Customer Relationship Management)

Behind this slightly dry acronym is a simple idea: centralizing everything you know about your contacts. That's what a CRM does. Mookee connects to those that have an API, to cross-reference its own conversational data with existing history. The result: when a fan writes to an event organizer, you already know whether they've bought before, whether they're VIP, whether they've already come to the festival... And the replies are only more accurate for it.

First-party data

There's data you buy or get through a third party, like advertising platforms, and there's data you collect yourself, directly, with the fan's consent: their number, their preferences, their attendance history. That second kind is called first-party data, and it's worth its weight in gold, because it makes the organizer more independent. With your own base of fans or spectators, and a direct channel to reach them (Mookee, for instance), you're no longer hostage to algorithm changes or social media trends. The flip side is that you have to be flawless about how you collect this data and disclose it to fans, strictly following the regulations.

Opt-out

At any time, a fan can decide to withdraw their consent and stop receiving communications: that's opting out. It can happen in a single word, directly in the conversation, on the channel used, or through another path, like a communication preferences page on a ticketing site.

Data enrichment

Over time, an organizer accumulates useful information about their contacts — that's called data enrichment, and it must always be done in compliance with current regulations. Sometimes it's the fan themselves who provides the information, by filling out their profile or checking their favorite music styles. Sometimes it slips into the conversation on its own, without anyone asking: their location, their preferences, their phone carrier, their time zone. That's exactly what happens with Mookee, where certain data accumulates over the course of exchanges, with no form required.

Escalation — see Human handoff (escalation)

Fan engagement

Beyond likes and shares on social media, there's an entire discipline devoted to something else: building a direct, lasting relationship between an organization — artist, festival, club — and its audience. That's fan engagement, and its quality is often measured by how fans react when you reach out or offer them something. A truly engaged audience rushes to buy tickets the moment a new date is announced, or scrambles for the new jersey the day it drops. Building this engagement comes down to a thousand small things that aren't always immediately profitable: unique content, shared free moments, privileged backstage experiences with artists or athletes. It also comes down to the tools you choose to communicate with, which can strengthen — or not — the sense of belonging: a highly personalized email, or even real mail, sometimes says more than an Instagram story. That's exactly the logic Mookee fits into, letting fans exchange with organizers by SMS or WhatsApp, in the tone specific to each brand.

Campaign filter

Before sending a campaign, you still need to know who to send it to: that's the role of a filter, the criterion used to precisely target a segment of contacts, based on their location, preferred channel, attendance history, or engagement level. At Mookee, you can combine up to 20 per campaign. Some are quite classic, like filtering by language or by the country of a phone number. Others are specific to conversational tools: fans who use SMS or WhatsApp, those who've already exchanged via Mookee. Still others speak the language of live events, like targeting all fans within a few kilometers of the event venue.

Keyword opt-in

There's an almost playful way to sign up for a mailing list: sending a precise keyword by SMS to a dedicated number, like "Text JOIN to +1-555-555". That's keyword opt-in, and organizers gladly use it to create a slightly more engaging experience with their fans. A football club might ask its supporters to join its fan club by texting "This is Paris" or "Forever the first ones". Likewise, an artist releasing an album called "Love" might invite fans to join a waitlist by simply texting "love me".

Landing page (channel tree)

It's often the very first page a fan discovers: reached via a QR code or a link, it briefly presents the event before opening the door to a WhatsApp, SMS, or other channel conversation. It should stay simple, and above all look good. On Mookee, you can create multiple landing pages depending on context: a concert, a tour announcement, an album release. Their real strength is that they let you start the conversation directly in the fan's language, with a message already drafted — which smooths out the whole journey and makes people want to write back.

No-show

Buying a ticket, signing up... and ultimately not showing up on the big day: that's a no-show, a well-known phenomenon in live events, which can affect 10 to 20% of attendees. A same-day reminder sent by SMS or WhatsApp remains one of the best levers to limit it. Its scale varies depending on several factors: ticket price (free events can see it climb to 50%), the importance of the event (a Rosalía release party will see fewer no-shows than a public radio interview), the notoriety of those involved (the greater it is, the fewer no-shows), and of course fan engagement — K-pop fans, for example, very rarely no-show.

Local number

Sending a message from a number tied to the recipient's country, rather than from a foreign number, changes a lot of things: deliverability improves, and the fan perceives the message as more natural, less suspicious. This is especially useful for organizations with an international audience. Mookee lets you subscribe to dozens of local numbers in dozens of countries, which strengthens trust between organizers and the fans receiving their messages.

Omnichannel

Rather than managing SMS, WhatsApp, RCS, voice, email, and web chat as separate worlds, the omnichannel approach brings them together under a single platform, around one contact profile. That's Mookee's logic: whether a fan writes by SMS, WhatsApp, or RCS, it's always the same conversation. A bit like in real life, when the same person talks to you first on the phone, then by SMS, then by email — to you, it's still the same exchange, simply spread across several channels. Mookee works exactly that way.

Onboarding

The very first interactions with a new contact count double: that's onboarding, the sequence designed to welcome the person and gradually gather a few useful bits of information — their city, their preferences — never asking more than one question at a time, so as not to feel like an interrogation. Imagine a fan who wants to join an artist's street crew or a handball club's fan club: they send a message to a dedicated number and immediately receive a welcome message asking their first name, their age. Depending on their answers, they might receive exclusive content, a joke, a piece of music, a personalized video... This attention builds trust: the fan feels welcomed as someone unique, not just a phone number in a database. And that attachment later translates into a stronger desire to buy a ticket for the next concert or match.

Opt-in — see Consent (opt-in)

Consent (opt-in)

Before sending the slightest marketing message, you need clear authorization: that's consent, or opt-in, the legal basis for any direct communication by SMS, WhatsApp, or email. At Mookee, you can obtain it two ways: by syncing it from the organizer's CRM, or by collecting it directly within the conversation, with a simple question like "are you okay with me sending you our artist's next single right here?". That's still more pleasant than a checkbox buried in a form. Conversely, if a fan writes "stop" or hints they no longer want to be contacted, Mookee can automatically unsubscribe them from mailing lists.

Explicit qualification

Sometimes the simplest way to learn more about a fan is to ask them directly within the conversation — "Do you prefer WhatsApp or SMS?" — rather than guessing from their behavior. That's called explicit qualification.

Implicit qualification

Conversely, implicit qualification happens without asking any questions at all: it consists of spotting, in what a fan writes spontaneously, information they didn't volunteer on purpose — their city, their musical tastes. If a fan writes "I love Metallica", you can reasonably infer they like rock in general.

RCS (Rich Communication Services)

Think of it as SMS's next-generation little brother: RCS lets you send enriched messages, with images, buttons, and formatting, while staying natively integrated into the phone's Messages app, with nothing extra to install.

Segment

A segment is simply a subset of contacts who share one or more traits — a city, an attendance history, a preferred channel — used to target a campaign more relevantly.

Segmentation

Splitting your contact base into segments, to send differentiated messages rather than the same content to everyone: that's segmentation.

Subscription status

At any given time, each contact sits in one of three states regarding an organization's communications: active, inactive, or unsubscribed. That's what's called their subscription status.

Superfan

There are fans, and there are superfans: those whose engagement outpaces everyone else's, present at every event, ultra-responsive to messages, always ready to buy first.

Tag

A tag is a label attached to a contact — manually, in bulk via a CSV import, or automatically thanks to the AI agent — to make later segmentation easier. "VIP", "techno", "repeat attendee": all examples of possible tags.

Conversion rate

Out of everyone who receives a campaign, how many actually take action — buying a ticket, signing up? That's what conversion rate measures.

Click-through rate

And out of those same recipients, how many simply clicked a link contained in the message? That's the click-through rate.

WhatsApp Business API

This is the interface that lets an organization send and receive WhatsApp messages at scale, in an automated way — well beyond what individual use of the app allows. Outside North America, it's actually the preferred channel for the majority of Mookee users.