Adobe Analytics Helps Automakers Bring Together Data
by Colin Morris
posted on 10-23-2019
After years of investment in digital–and good progress to show for it–many brands now see the ability to blend digital and physical experiences as the next big opportunity to remain competitive. Retailers have done this effectively with popular services like BOPIS (“buy online, pickup in-store”); Hotels have rolled out features like mobile room keys, while building compelling guest services like a mobile app for room service. The automotive industry is now facing a similar trend; Infotainment systems have improved and better experiences in the head unit have come with a growing ecosystem of apps. Automakers have improved the interaction with voice assistants and with driverless tech on the horizon, the in-car experience is becoming more important than ever before.
Consumers have taken note as well. A new study from Adobe Analytics (1,000+ U.S. consumers surveyed), shows that 51% of drivers want more connected car features to avoid using their phones while driving. And of those who have a voice assistant in-car (1 in 4 people), 39% use it daily and 61% find it works well. Like we have seen with smartphones, automakers will begin to see the software opportunity (and profit margin) rival that of the car’s own hardware. And in order to grow their business beyond traditional car sales, the automotive industry will need a better pulse on how drivers experience the brand across physical and digital touchpoints.
To help address this, Adobe is showcasing Customer Journey Analytics for automakers, where we work with 10 of the 10 largest brands worldwide. Available in Adobe Analytics, it empowers brands to activate data they likely have available but are not harnessing for customer value. From website engagement to telematics and head unit usage, automakers have data in silos. It creates a disjointed view that inhibits success in customer experience management (CXM). Customer Journey Analytics taps the power of Adobe Experience Platform, to bring together unrelated data under a common language. A set of deep analytics tools lets automakers be more creative in how they understand and action data, while leveraging AI/ML in Adobe Sensei to automate heavy analysis and catch trends the human eye may miss.
Automakers face a challenge that many biggest enterprises are up against: They struggle to effectively blend data sets and garner quick, actionable insights. With Customer Journey Analytics, they can now get an aggregated and anonymized view of the driver experience—from the very first car start, through to usage of the in-car voice assistant, infotainment apps and HVAC. They can also see the impact of external channels like the website and mobile app, or physical engagement in dealerships. Through the Adobe Analytics interface (Analysis Workspace), automakers have a canvas where they can layer these data sets on top of each other and use different visualizations to uncover insights instantaneously.
Brands can begin to see the paths that customers take and where they hit stumbling blocks. It will enable them to optimize journeys that are resonating, while fixing areas where drivers are hitting roadblocks. This could help refine the in-car voice assistant as an example, homing in on areas where it provides the most value. Automakers could also see areas where custom content is resonating, such as on-boarding or content recommendations in the head unit. In some cases, teams could even leverage the insights for the design of future car models, such as removing a button that is underutilized as a result of touch or voice interactions.
While better (and more comprehensive) data can help an automaker refine and improve the driver experience, it can also support the way they engage customers. No matter what the scenario, consumers generally prefer that brands speak to them in a way that is relevant and intuitive. In the Adobe Analytics survey, 47% would enjoy a more personalized in-car experience where digital alerts and content is customized. Unfortunately, many bad personalization experiences come as a result of disjointed data and an incomplete view of the customer. With Customer Journey Analytics, automakers have more intelligence to drive personalization.
They could see where the voice assistant is driving value and engage users with “how-to” content for instance. Brands could also alert drivers of maintenance needs and provide suggestions on nearby auto shops. Where appropriate, data can drive paid media and promotions as well. Drivers who frequent a coffee shop and pre-order via the head unit could get a custom offer. In advertising, if the automaker sees that drivers of a particular car model all listen to country music, they can target similar audiences in future campaigns.
To learn more about Adobe Analytics and how it can help your organization better leverage data to drive great experiences, visit here.
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