Adobe launches voice analytics in its Analytics Cloud tools

 

Adobe announced new voice analytics capabilities in Adobe Analytics Cloud that enable brands to deliver even more personalized customer experiences and build brand loyalty through voice-based interfaces. Through comprehensive analysis of voice data, plus Adobe Sensei's AI and machine learning capabilities, brands can gain consistent insights and recommendations from their audience while automating traditionally time-consuming manual analysis. Brands can act on this information faster, delivering experiences that delight customers and keeping other touchpoints like email and advertising informed.
 
"One of the most important trends in modern technology is how quickly consumers are adopting new ways of interacting with content, as we've seen with mobile and video," said Bill Ingram, vice president of Adobe Analytics Cloud. "We expect a similar trajectory with voice-enabled devices. In the same way that Adobe shaped web, mobile and customer analytics data, Adobe Analytics Cloud will enable brands of all sizes to extend voice data." throughout the customer journey".
 
With Adobe Analytics Cloud, brands can capture and analyze voice data for all major platforms including Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana and Samsung Bixby. The new features address the complexity of measuring voice interactions, being able to understand user intent ("play a song") and specific parameters ("from the Beatles"). Other data is also available, including frequency of use and actions taken after a voice request.
 
Adobe Sensei thus gives teams time to focus on creating customer interactions that improve voice experiences and really make a difference, such as creating more relevant content. A hotel chain, for example, can recognize a customer immediately and submit ideas on ways to spend loyalty program reward points, such as on an upcoming live show or rebooking. They can even send a promotional phrase to their most loyal guests before a stay, unlocking a special offer when they use their voice-enabled device.
 
The integration of voice analytics with Adobe Marketing Cloud and Adobe Advertising Cloud ensures that every digital interaction a consumer has is continuous and relevant. With Adobe Target, insights from a voice-enabled device can be automatically leveraged across other channels and provide personalized answers to user questions using machine learning and predictive algorithms. For example, when interacting with a travel app on an Amazon Echo, a food lover will have access to a list of the most popular dining experiences presented through their voice experience, mobile app, or connected car.