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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