1. AI, automation, and observations
from billions of customer interactions
WHY WE AUTOMATE
1
Vicky Ge, Sr. Product Manager
Global Email Automation
Amazon.com
linkedin.com/in/vickyge
vickymakesstuff
3. 3
Product manager
Illustrator and calligrapher
An Amazon customer
Complex decision maker
Has some organic intelligence
Also once met Grumpy Cat IRL
4. DISCLAIMER
The views expressed in this presentation are mine alone and do not
necessarily reflect those of my employer, Amazon.com, LLC. I am not an
official spokesperson of Amazon.com, LLC. Information in this
presentation is not confidential or proprietary to Amazon.com, LLC or
any third party that has disclosed information to us.
4
6. 6
Customers should feel the same anticipation, curiosity, and delight to
see a notification from Amazon as they feel to see an Amazon box
on their doorstep.
We are proudest when customers feel that Amazon gets them.
7. 7
Customer Obsession
Leaders start with the customer and work backwards. They work
vigorously to earn and keep customer trust. Although leaders
pay attention to competitors, they obsess over customers.
9. 9
“I want you to shut down the channel. We can
build a $100B company without sending out a
single email […] Who in this room needs to get up
and shut down the channel?”
10. 10
Email is a privilege, not a right
We don’t have to send email.
11. HOW TO MAKE AN EMAIL MARKETER
1 part market researcher
1 part content designer
1 part quality assurance
2 parts <table> wrangler
1 tsp “no we can’t remove the unsubscribe button”
5 parts courage to press the send button
For low calorie option, substitute man hours with marketing automation
Season with cutting edge technology to taste
11
26. MACHINE LEARNING IS NOT SO DIFFERENT FROM
HUMAN LEARNING
26
Input
data
Find
patterns
Output
results
Rob Haitani
Amazon Outbound
Marketing Summit, 2017
27. HERE’S WHAT A NEURAL NET THINKS OF YOUR #SELFIE
27
http://karpathy.github.io/2015/10/25/selfie/
Rob Haitani
Amazon Outbound
Marketing Summit, 2017
34. SIMPLE AUTOMATION ALSO WORKS
How do customers signal to you?
Viewing
Searching
Purchasing
Calling a sales rep
Referring a friend
Being referred from a friend
Visiting a brick and mortar store
...
34
How do you react to that signal?
Related to what you viewed
How can we help you find…
Share your purchase with a friend
Did s/he meet your expectations
Thanks for referring
Welcome to the family
Buy online, get it delivered
...
35. SIMPLE AUTOMATION ALSO WORKS
35
How do you connect the dots?
When do you send your messages?
Where do you send your messages?
How do you display your content?
How do you mix your content?
How often do you contact customers?
What channels do your customers use?
How do you set and analyze success?
…
36. 36
Don’t get so caught up in the AI of
tomorrow that you forget the BI of today
… also known as “common sense”
37. 37
Reflections Email is a privilege, not a right.
Machine learning is as powerful as your data set.
Plan for the AI of tomorrow; deliver the BI of today.
38. 38
Keep your focus on the customer
… and work backwards into the technologies you need.
39. Why We Automate: AI, Automation, and Observations from Billions of
Customer Interactions
Vicky Ge, Sr. Product ManagerAmazon.com
Global Email Automation
Amazon.com
THANKS!
linkedin.com/in/vickyge
vickymakesstuff
vge@amazon.com
