Adobe has added voice analytics to its Adobe Analytics Cloud. The service now tracks the performance of voice-enabled intelligent assistants like Amazon’s Alexa, Google’s Assistant and Apple’s Siri.
The first offering from Adobe Analytics that measures voice commands and is available as of June 29.
“If other platforms emerge, we will support them, but we’re trying to stay agnostic and see how the ecosystem pans out,” said Colin Morris, director of product management at Adobe Analytics.
The voice data includes user identity, intent and parameters. The number of users and sessions, session length, actions taken after a voice request, frequency of use, return frequency and error rate, or the queries that don’t work.
Adobe Analytics Cloud
Voice data can also merged with other channel data, means better audience profiles, personalization, email marketing, A/B testing and retargeting. Adobe said, integration of voice analytics data with other Adobe offerings ensures every digital interaction a consumer has is consistent and relevant.
“For instance, Adobe Target insights from a voice device will automatically be leveraged to shape a consumer’s experience with other channels,” Adobe said. According to Adobe’s analytics data, sales of voice-enabled devices grew by 39 percent year over year.
“One of the most important trends in modern technology is how quickly consumers adopt new ways of interacting with content,” said, Bill Ingram, vice-president of Adobe Analytics Cloud. We expect a similar trajectory with voice interfaces. In the same way Adobe has shaped web, mobile and customer analytics. Adobe Analytics Cloud will enable brands of all sizes to leverage voice data insights across the customer journey.
The voice analytics will also integrate Sensei, Adobe’s artificial intelligence and machine learning service, which will be able to make sense of trends within massive data. It can also generate recommendations.
“This frees up teams to focus on crafting interactions that improve voice experiences for their customers, such as creating content that is more relevant,” Adobe said.