Dive Brief:
- Adobe is bringing voice analytics to the digital assistant and voice-enabled devices market, the company announced last week. With voice-enabled devices seeing dramatic growth, Adobe Sensei automates voice data analysis for audience insights and recommendations.
- As part of the Adobe Analytics Cloud, companies can analyze voice data across all major digital assistant platforms, including Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana and Samsung Bixby, according to the announcement.
- Beyond measuring frequency of use and actions taken after a voice request is made, the tools capture "user intent" like specific song requests, along with detailed parameters, such as what artist a user is requesting.
Dive Insight:
The voice-enabled devices and digital assistants market is growing more robust as suites of third-party integrations work to capitalize on the innovation of internet giants. As these digital assistants become more responsive and capable, marketers look toward analytics to help measure application success and ROI.
As consumers are gradually getting more comfortable with voice commands on electronic devices, the dynamic market for smart speakers has plenty of room for growth. The number of Americans who use a voice-activated assistant device like Amazon Echo or Google Home at least once a month will more than double this year to 35.6 million, eMarketer estimates, with many marketers already experimenting with how to incorporate voice-driven interfaces across various platforms. Online sales of Google Home and Amazon Echo devices have grown 39% in past 12 months, including a major jump during the holidays. Though Adobe data found half of U.S. consumers don’t use voice assistants, the market is likely to continue expanding as the virtual assistants get better at natural language processing.
The growth in smart home assistants points to the need for marketers to find engagement strategies on these devices that make sense for their brands and bring value to consumers. Adobe's analytics tools will likely provide valuable insights into how consumers' interactions with voice assistants like Alexa and Google Home.
