Adobe will help companies analyze driver behaviorOctober 24, 2019
Cars can send up to 25 GB of data to the manufacturer.
Modern cars produce an absolutely astounding amount of data every day. A McKinsey study in 2017 found that cars now air up to 25 gigabytes of data every hour. If you have ever tried to lower your insurance rate by connecting the recorder to the OBD-II port just to receive a warning email every time you brake sharply to avoid an accident, you already know this. But insurance companies are not the only ones interested in your data. Automakers also care.
Adobe claims that already 10 of the world’s largest car manufacturers, including BMW, Ford, Nissan, Mercedes-Benz, Toyota and the Volkswagen Group, are customers of products for analyzing driver behavior. The new platform, called Customer Journey Analytics for automakers (unlike similar services that Adobe already offers in other industries, such as retail), will collect data that is already collected by automobile companies and organize it in such a way that it can be Get an idea of customer behavior.
Data will come from several sources, including telematics information such as the location and speed of the vehicle; data from the car’s head unit, which includes information on how drivers use the car’s infotainment system; and data from external sources, such as a smartphone app or manufacturer’s website. The aggregate collection of information gives car manufacturers an incredibly detailed look at how people use their cars.
The platform can show the specific ways in which people travel during their daily trips. A study of user behavior can help product planners find problems in their product. For example, if 90 percent of users close the car manufacturer’s smartphone app before completing a task, it could be a sign that the app is not properly designed or that it is suffering from a crash.
During a software demo before today’s launch, Adobe Analytics Product Management Director Colin Morris explained how automakers can use the information that Adobe provides. Toyota may find that a large number of Tundra drivers listen to Mötley Crüe on Spotify and decide to buy ads on the Spotify Mötley Crüe channel. Or, perhaps, Ford will understand that some of the buttons on its center console are untouched, and will transfer these functions to the touch screen, which will save money on the details.
Representatives of Adobe report that all data on its platform is anonymous using hidden VINs and user identifiers, but car manufacturers will be able to join specific users, depending on the license agreement of each company (EULA). Morris says Adobe is calling auto companies to “rely on” privacy protection. “Even if 30 percent of your users refuse because they don’t want their data to be transmitted, there are other trends for analysis,” says Morris.
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