Friday, July 07, 2017

AI-Powered Voice Analytics

With the recent growth of voice-enabled devices (i.e. Amazon’s Alexa, and Google’s Assistant), marketing professional are looking at ways to analyze and understand how these devices fit into the customer journey. Due to this need, Adobe has added voice analytics to the Adobe Analytics cloud to track how consumers interact with voice-enabled devices. This new “offering will also integrate Sensei, Adobe’s artificial intelligence and machine learning service, which will be able to make sense of trends within massive data sets.” Being able to understand these trends will be vital to effective marketing on the new devices because “…20 percent of mobile search queries in 2016 were made by voice.”

These analytics tools “…can return errors or null statements to understand what the voice assistant got and what it didn’t…” allowing product owners to improve on the user experience. Not only will these analytics allow hardware producers to improve upon the existing devices, but will also allow marketers to better segment customer sets and focus advertising efforts. Additionally, marketers will be able to utilize voice queries to track consumer intent as well as search parameters. This intent and parameter data will better enable brands to determine consumer worth based on behaviors.

This ability to aggregate voice data, analyze the data, and truly understand end users will be a powerful tool for brands to capitalize on. These tools also raise concerns around privacy and the ethics of using voice search data for marketing. Will hardware producers abuse the power of having a listening device in consumer’s homes, and will data be anonymized sufficiently to preserve the assumed privacy of consumers?

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