• MarTech Today
  • Sections
    • Advertising
    • Marketing
    • Content
    • Social
    • Commerce
    • Sales
    • Analytics
    • Management
    • All
    • Home
  • Follow Us
    • Subscribe to Our Feed! Check out our newsletters! Join our LinkedIn Group
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Social
  • Sales
  • Analytics
  • Mgmt
  • More
  • Events
    • Subscribe to Our Feed! Check out our newsletters! Join our LinkedIn Group
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today

GDPR

Now with even more misconceptions!

Facebook & CA

What we know, what they knew, where we are now

Events

Attend the MarTech conference

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • All
  • Events
  • Home
Martech: Analytics & Data

Stay marketing and tech-savvy. Get the latest in martech - subscribe to MarTech Today.


Amazon Alexa is now the voice agent for marketing analytics platform Datorama

Marketers can ask for the data they need, as marketing tools begin to acquire natural language voice interfaces.

Barry Levine on December 21, 2016 at 1:32 pm
  • More
Amazon devices that offer the Alexa intelligent voice agent.

Amazon devices that offer the Alexa intelligent voice agent

If you thought intelligent voice agents were only for handlessly searching the web or calling up your favorite songs, it’s time to recalibrate.

This week, marketing analytics firm Datorama announced that its Marketing Integration Engine has been integrated with devices powered by Amazon’s Alexa voice agent, including Echo and Echo Dot. Subscribers to the Datorama platform need to ask Alexa to enable the “Ask Datorama Anything” skill.

CMO Leah Pope told me via email that, as far as her company knows, this is the only Alexa front end for a marketing tool. She added that Sisense also has an Alexa front end, but “they are classified as a traditional BI [business intelligence] tool, not marketing analytics.”

Pope said a typical use case is during a meeting, when it’s easier just to ask for data than to search on a laptop to find it. The Integration Engine is designed to integrate a variety of data sources into a unified report, and customers include L’Oréal, Foursquare, Yahoo! JAPAN and GoDaddy.

The New York City-based company suggested a couple of typical dialogues:

You: “Alexa, ask Datorama: What is my top performing campaign by clicks in the last week?”

Alexa: “Your top performing campaign is ‘Holiday Free Shipping’ with 8,000 clicks.”

Or:

You: “Alexa, ask Datorama: Can you send me a breakdown of my top performing campaigns by ROI this quarter?”

Alexa: “The visualization you asked for has been sent to your mailbox. It should be available shortly.”

Pope noted that natural language processing is handled by Alexa, while Datorama understands certain tokens, such as the words “goals,” “campaign,” “channel,” “Facebook,” “top performing,” “underperforming” and “send notification.” If a client has specific naming conventions for, say, a KPI, she said that Datorama’s services team can implement that customization on the back end.

A command can also include drill-downs that Datorama has implemented, so that a request to find the status of campaign goals could include KPIs, their values, their targets, days remaining and the ability to “elaborate more” to get additional detail on a given goal.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Popular Stories

‘Consent is unworkable’ for programmatic ads in the era of GDPR
Forget B2B and B2C; the future of marketing is P2P
More C-suite titles join the upper ranks as CEOs make growth & digital transformation their top priority
How location data accuracy leads to stronger personalization

Related Topics

AmazonChannel: Martech: Analytics & DataMachine Learning & Artificial IntelligenceMarketing ToolsMarketing Tools: Analytics

We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Attend Our Conferences

Gain new strategies and insights at the intersection of marketing, technology, and management. Our next conference will be held:

April 23-25, 2018: San Jose

Oct 1-3, 2018: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Growth Marketer’s Guide to Email Metrics
  • Evolve Now To Personalization 2.0: Individualization
  • How Mature Is Your Omni-Channel Marketing Strategy? The Iterable Readiness Assessment
  • Media Rich and Fast: Best Practices for Optimizing Web Page Speed
  • Knowing What Works for Growing Sales Faster: A Retail Marketer’s Guide
See More Whitepapers

Webinars

  • Unifying Your Search and Social Ad Strategies
  • Customer Data Strategies & Identity Resolution: Best Practices
  • Omnichannel Personalization at Scale: How leading brands drive sales across channels
See More Webinars
MarTech Guide to Understanding GDPR
Sign up for our daily newsletter
Martech Today
Download the Martech Today app on iTunes Download the Martech Today App on Google Play

Follow Us

© 2018 Third Door Media, Inc. All rights reserved.