Adobe adds new audio analysis functions to Adobe Analytics

Have you started asking your smartphone’s assistant basic questions like what the weather is or what’s showing in cinemas? According to research by Adobe Analytics, you probably aren’t alone. The survey took over 1,000 US consumers into account and found that asking for music (74%) and the weather forecast (64%) are the most common activities, with other popular activities including asking fun questions (53%), checking the news (46%), and asking for directions (34%).

The survey found that 76% of smart speaker owners are using their voice assistants more compared to the previous year, and people in general are consuming more audio content over the internet, whether it be for music, podcasts or e-books.

As such, Adobe has added audio analytics capabilities to Adobe Analytics so more than 70 metrics are available to allow you to understand end-to-end consumption (i.e. how much of a track is played), rate of pause versus play seconds, and service delivery trends. For example, Adobe Analytics can help deliver personalized in-car experiences so en-route recommendations and audio ads can be used to serve up content with context to what you’re driving to.

Adobe Sensei-powered features like Contribution Analysis are also available, so you can tap on machine learning to identify contributing factors behind what works and what didn’t. Adobe Analytics is also going to be greater integrated with Adobe Marketing Cloud and Adobe Ad Cloud so you can use these audio insights to better guide monetization and paid media.

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