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