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. 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.”