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Leadership Session: Overview of Amazon Digital User Engagement Solutions (DIG302-L) - AWS re:Invent 2018

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This session, we describe how AWS provides the Amazon customer-centric culture of innovation, key technology building blocks, and a user engagement platform to help companies better engage their users. You also learn how Disney Streaming Services is utilizing the Amazon approach to engage its users. The intended audience is developers and business professionals who are responsible for digitally transforming their company.

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Leadership Session: Overview of Amazon Digital User Engagement Solutions (DIG302-L) - AWS re:Invent 2018

  1. 1. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Digital User Engagement Simon Poile General Manager AWS User Engagement D I G 3 0 2 - L
  2. 2. Predicting customer interest & churn. Growing the value of each customer. Exceeding your customers’ expectations.
  3. 3. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Users’ attention is increasingly scattered connected endpoints online by Sources: McKinsey & Co., Inc., Statista
  4. 4. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Users’ expectations are continually evolving Mass messaging FormsSiloed experiences Business context Personalization NaturalConnected experiences User context
  5. 5. Predicting customer interest & churn. Growing the value of each customer. Exceeding your customers’ expectations.
  6. 6. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. AWS enables you to deliver on the evolving needs and expectations of your customers Timely engagements with a seamless cross-channel experience Reach users and devices around the world at high volumes per second Personalized messages that meet users’ in-the- moment needs Learn about your users, what matters to them and how to reach them most effectively
  7. 7. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Customer obsessed enterprises trust Amazon Web Services to power their digital user engagement
  8. 8. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. User management Audience management Targeting Channels Campaign insights Successfully engage your customers using Amazon Pinpoint
  9. 9. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How do you understand your customers? Stream user data from Pinpoint to your own data warehouse for further analysis Predict user preferences and behavior by using machine learning for proactive user insights Combine proprietary data, third-party data, and real-time data gathered by Pinpoint for a holistic view of your users
  10. 10. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How do you reach the right customers? Easily combine or suppress segments for flexible audience definition Rely on management controls to ensure campaigns reach only the correct segments Import static lists or use logic to create dynamic audiences for precise campaign targeting
  11. 11. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How do you send the right message at the right time? Send transactional messages directly to specific users Instantly trigger messages based on real-time actions Schedule campaigns based on user behavior and preferences
  12. 12. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Pinpoint Event Triggers Real-time engagement based on events, user behavior, and metrics Automated personalization Maximize user lifetime value Multi-Campaign Workflows for Consistent Experience
  13. 13. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How do you reach your customers on their preferred channel? Gain insights on channel performance for specific users Easily create email, SMS, push, and voice messages Ensure messages are delivered with high sender reliability and controls
  14. 14. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Pinpoint Voice A new channel that delivers phone messages to end users Use local numbers as well as dozens of languages and voices for full global reach Seamless and reliable end-user experience across voice and SMS messages Easily transcribe text scripts to speech and deliver them to your users
  15. 15. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How do you measure if your engagement was successful? Combine Pinpoint data with data from external systems for holistic performance analysis Quickly detect and solve issues impacting message deliverability to ensure higher send success Measure cross-channel engagement and event metrics to understand a message’s impact on users
  16. 16. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Pinpoint Deliverability Dashboard Ensure email messages reach users’ inboxes Tools to help you reach your users’ inboxes, not their spam boxes Proactively detect and solve email deliverability issues before you hit send Understand the likelihood of emails reaching inboxes with insights from the world’s top ISPs
  17. 17. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Successfully engage your customers with a platform built for both marketers and developers.
  18. 18. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Successfully engage your customers with Now available in US East (N. Virginia), EU-West (Dublin) & US West (Oregon). EU-East (Frankfurt) will be available by the end of year. And now, let’s hear from Disney Streaming Services! User management Audience management Targeting Channels Campaign insights
  19. 19. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. User Engagement Push Notifications through Amazon Pinpoint Billy Liu, Senior Director Jimmy Tam, Senior Software Engineer
  20. 20. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push notifications • Multiple Partners • Up to 1 billion push notifications per month • Millions of devices
  21. 21. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push notifications
  22. 22. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Push notifications • Targeting the right customers • Monitoring our campaigns • Knowing our fans • Audience size
  23. 23. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Targeting the right customers
  24. 24. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Targeting the right customers
  25. 25. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Targeting the right customers • New segment and campaign for every notification • 1000 segments per day • Delete old segments and campaigns Save segment and campaign metadata with TTL Amazon DynamoDB Delete segment Delete campaign triggers Lambda Function Lambda Function Amazon Kinesis triggers Createsegment Createcampaign Amazon Pinpoint
  26. 26. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Monitoring our campaigns
  27. 27. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Monitoring our campaigns • High Priority curated campaigns • Alerting when campaigns aren’t sent quickly • Handling failed campaigns Editorial Amazon Pinpint Mobile Client !
  28. 28. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Monitoring our campaigns • API to get campaign state • Alerts for delayed campaigns • Alerts for failed campaigns • Multi-region failover Amazon Pinpoint Lambda Function AWS Step Functions Amazon CloudWatch
  29. 29. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Knowing our fans
  30. 30. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Knowing our fans
  31. 31. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Knowing our fans Event stream reports Amazon Pinpoint event (event-based) Amazon S3 Amazon Athena Lambda Function Amazon DynamoDB Amazon S3 Query campaign endpoints Get segment and campaign information Write results
  32. 32. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Knowing our fans Export reports Amazon S3Amazon S3 Amazon PinpointLambda Function AWS Glue Create export job
  33. 33. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Audience size
  34. 34. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Audience size • Unreachable customers • Inflates audience sizes • Increases cost • Slows campaign Amazon Pinpoint Mobile client Mobile client Mobile client
  35. 35. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Audience size • Filter events for permanent failure flag • Delete endpoints when they can’t be reached Firehose event stream Amazon S3 AWS GlueAmazon S3 Lambda Function Amazon Pinpoint Filtered endpoints Get file with unregistered endpoints Deleteendpoint
  36. 36. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Happy collab • Targeting the right customers • Monitoring our campaigns • Knowing our fans • Audience size
  37. 37. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Pinpoint seamlessly combines the capabilities of many AWS services to create a single stack for digital user engagement Amazon Connect AWS IoTAWS Lambda Amazon PersonalizeAmazon DynamoDB Amazon S3 Amazon SNS AWS Step functions AWS Amplify AWS App Sync Amazon Kinesis Amazon EMR Amazon Lex Amazon Polly
  38. 38. Predict customer interest & churn. Grow the value of each customer. Exceed your customers’ expectations.
  39. 39. Thank you! © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Simon Poile @SimonPoile
  40. 40. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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