Adobe Releases New Audio Analytics Capabilities in Adobe Analytics

Whether it is music, podcasts or e-books, people are consuming much more audio content over the Internet. And unlike many other services, the consumption patterns are incredibly dynamic. Take a music streaming service like Spotify or Pandora. A typical user could go from smart speaker at home, to listening in the car on their morning commute, to then both smartphone and desktop at work, and so on. As user growth spikes, brands are struggling to truly understand how users experience these services across different devices. And at the same time, marketers have to better realize their investments, but lack insight into how touchpoints like social media and email marketing fit into the daily mix.

Today, Adobe is making available new audio analytics capabilities in Adobe Analytics so that brands can tap data to drive everything from monetization strategy to personalization. Already a data partner to the ten largest media companies including CBS Interactive, Pandora, Spotify, Time Warner and Viacom in areas like mobile and desktop web, we understand the nuances around how these businesses operate. With audio analytics, these brands can gather insights on this growing channel, but also tie it back to a singular customer profile.

The new capabilities will be available for both online and offline tracking, and supported on all major device platforms including connected cars. Features include:

The rapid growth in audio streaming is creating both huge potential and challenges for brands. It has taken hold much quicker than past trends like mobile, and everyone from marketers to data analysts are trying to figure out the best way to respond. Audio analytics in Adobe Analytics give brands the grounding they need, with deep customer insights that drive all the different ways they connect with their users.

To learn more about how you can leverage data to improve the customer experience and drive better monetization, visit the Adobe Analytics page.