Amazon Echo

Siri is more than a restaurant locator — the Apple voice-activated assistant and its competitors are a new foray for brands to not only understand shoppers, but connect in the quickly evolving digital landscape. In light of the growing popularity voice-controlled commands, Adobe Analytics Cloud has broadened its analysis software to include voice-command assistants.

“One of the most important trends in modern technology is how quickly consumers adopt new ways of interacting with content, as we’ve seen with mobile and video,” said Bill Ingram, vice president of Adobe Analytics Cloud. “We expect a similar trajectory with voice-enabled devices. Adobe Analytics Cloud will enable brands of all sizes to extend voice data insights across the entire customer journey.”

Empowering brands to build another bridge to consumers and prospective shoppers, Adobe Analytics Cloud is able to collect and review platforms including Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana and Samsung Bixby. The technology has the functionality to discern user intent and its correlating parameters.

It also will track and map the frequency of use and the resulting action following the command. For example, the cloud will analyze the command “Play a song by the Beatles,” and will track the user’s following behavior.

Coupling artificial intelligence with the cloud-based solution will underscore comprehensive decision-making for future programs while enabling heightened consumer personalization options – a must for brand and retailer survival. As voice-activation functionality becomes more complex, brands looking to extend multi-platform strategies like spoken loyalty programs will require data to perceive the heaviest oratory patrons.

“Adobe Target ensures that insights from a voice-enabled device can be automatically leveraged on other channels, while also delivering personalized responses to user queries using machine learning and predictive algorithms,” a company spokesman said. “A known food enthusiast interacting with a travel app on an Amazon Echo, for example, will see that the most popular food destinations will be presented through her voice, mobile app or connected car experience.”

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