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 realise 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 mon­eti­sa­tion strat­e­gy to per­son­al­i­sa­tion. 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:

• Over 70 met­rics avail­able: Adobe Ana­lyt­ics takes users beyond van­i­ty met­rics and basic KPIs that don’t pro­vide real, action­able insight into the cus­tomer expe­ri­ence. From drop-off met­rics to ad effec­tive­ness, audio ana­lyt­ics allows brands to intu­itive­ly under­stand end-to-end con­sump­tion, engage­ment and ser­vice delivery.
• Advanced Analy­sis and AI: Pow­er fea­tures with­in Adobe Ana­lyt­ics are now being extend­ed to bet­ter lever­age audio data. This includes Attri­bu­tion IQ, where brands can cap­ture the impact of the audio chan­nel in dri­ving events like a pur­chase or con­ver­sion. It also includes Adobe Sen­sei-pow­ered fea­tures like Con­tri­bu­tion Analy­sis, which uses machine learn­ing to iden­ti­fy the con­tribut­ing fac­tors behind both good and bad anomalies.
• Fed­er­at­ed Ana­lyt­ics: Brands now have the abil­i­ty to gath­er insights across their var­i­ous chan­nels. By tying this data to how users engaged on owned prop­er­ties, brands will have a more holis­tic view of con­sump­tion to dri­ve every­thing from pro­gram­ming strat­e­gy to paid media.
• Inte­gra­tions with Adobe Mar­ket­ing Cloud** and Adobe Ad Cloud**: The com­pre­hen­sive stack of solu­tions with­in Expe­ri­ence Cloud dri­ves great val­ue when you con­sid­er that Adobe Ad Cloud can now lever­age audio insights to bet­ter guide mon­eti­sa­tion and paid media. We are also announc­ing today inte­gra­tions with Mar­ket­ing Cloud to dri­ve more intu­itive per­son­al­i­sa­tion across chan­nels with Adobe Tar­get and to inform email mar­ket­ing strate­gies through Adobe Campaign.

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 mon­eti­sa­tion, vis­it the _Adobe Ana­lyt­ics page