With 50 percent of search expected to be voice-driven within three years (per comScore), voice interactions with mobile devices and smart speakers become a critical source of data for marketers and enterprises. For this reason, Adobe is introducing a new voice analytics capability as part of its Adobe Experience Cloud.
The new offering will capture and process voice data for Amazon Alexa, Google Assistant, Cortana, Siri and Samsung Bixby. Adobe reported that sales of voice-enabled devices grew 39 percent year over year. Another voice analytics firm, VoiceLabs, projected 30 million smart speakers/virtual assistants in US homes by the end of the year.
Source: Adobe
I spoke with Adobe’s Colin Morris, director of product management for Adobe Analytics. Morris said Adobe voice analytics will parse speech interactions and be able to understand user intent and the relevant objects of those requests — for example, ordering a pizza from a specific vendor.
He said that the system will also understand whether the query was actually answered and any follow-up actions (e.g., reservation, sale). That’s possible because Adobe is able to access its customers’ broader data sets. Indeed, voice analytics data can be combined with other Adobe Cloud data to yield deeper audience insights.
Artificial intelligence and machine learning (Adobe Sensei) are driving all of this in the background. Morris said much of the analysis and recommendations will be automated, making it easier for customers to make sense of the data. Data overload and weak analysis is a major problem in enterprises today.
Many of the hypotheticals Adobe provided during our call were well ahead of where many of its customers are today. In terms of 360-degree audience analysis and related customer and media-buying insights, most enterprises are at the very early stages of taking advantage of what’s possible. The notion of how voice interactions with Alexa might inform a subsequent email or display ad campaign is pretty advanced compared to where most brands still are today.
Nonetheless, it’s important for marketers to understand what’s possible and start engaging with these tools, like Adobe voice analytics. That can help them to better understand their customers’ needs and maximize the efficiency of their marketing spend.
Most enterprises, however, are typically slow to respond to changes in consumer behavior. For example, a recent BrightEdge survey of 252 enterprise digital marketers found that while “voice search/digital assistants” was identified as the top new technology trend, 62 percent said they were “not likely” to do anything about it this year.
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