This session describes the importance of digital user engagement using multi-channel messaging to drive effective end-user messaging. Mobile push notifications, SMS text messages, and email help you engage with users and drive your desired business outcomes through improved KPIs that are important for your business. Better user engagement helps drive increased conversions and improve retention for your business.

1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS re:Invent
Effective Digital User Engagement Using
Analytics, Mobile Push, SMS, and Email
G e o r g i e M a t h e w s , P r o d u c t M a n a g e r , A m a z o n P i n p o i n t
I l a n S e h a y e k , P r o d u c t M a n a g e r , A m a z o n P i n p o i n t
M B L 2 0 3

2. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Digital User Engagement - Aspiration
Being right about
the conversation you have,
the audience you target,
the place and time you choose to interact

3. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Digital User Engagement - Today
Mu ltip le me ssag ing tou chp oints …
and Mu ltip le me ssag ing u se case s,
across Mu ltiple bu sine ss u se case s …
Direct Targeted
Marketing Operations Customer service

4. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Digital User Engagement - Challenges
Cross channel management
User context
360 degree data consistency and integration
No measure for overall engagement
effectiveness

5. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
• Digital User Engagement Overview
• Amazon Pinpoint Overview
• Driving Effective Digital Engagement
Today’s Agenda

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Digital User Engagement - Requirements
Learn
Audience
Identify
Characteristics
Engage at
right place &
time
Personalize
Measure
Effectiveness
Everything must work together

7. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Digital User Engagement - Goals
Increase user value
Drive user retention
Maximize return on investment

8. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS Customer Digital User Engagement
User
Management
Services
User Analytics
Engagement
Management
Solutions
Interaction
Management
Services
Engagement
Channels
End Users
Developers
Marketers
Customer
Support
On-Boarding
Awareness
Acquisition
Engagement
AWS Infrastructure Services
Amazon Pinpoint - Objective

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Amazon Pinpoint
Understand Users
Measure user behavior across
applications and platforms
Target Audience
Define segmentation criteria based on
user events and custom attributes
Message & Engage
Targeted and Direct Messages across
Email, SMS, and Mobile Push

10. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon Pinpoint – Progress Report
2016 2017
Mobile Push
Campaigns
Mobile Analytics
Segmentation
Direct Messaging
Targeted Messaging
Email, Push, and SMS
App, User, and Channel Analytics
Multi-Channel Campaigns
User-Based Sending
Amazon
MobileAnalytics
Amazon
SES
Amazon
SNS – Mobile Push
Amazon
SNS – Global SMS

11. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon Pinpoint – User Personas
“Reliability at scale as a
managed service”
“And still be able to quickly
support stakeholders”
“Intuitive and user friendly
console experience”
“Right tools to manage user
experience and be agile”

12. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Pinpoint for Business Users

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Pinpoint for Business Users
Flexible Filtering
A/B Support
Holdout Rates
Messaging and Personalization
Scheduling
KPIs & Dashboards
Imported or Derived
Multi-Channel

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Pinpoint for Developers
Developers want:
• Flexibility and control on the APIs, SDKs, CLIs
• Execute an overall solution or a specific use case
• Clearly defined scalable services
• Build, integrate, and test quickly
• Interoperate with existing systems

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Pinpoint User and Device Management
Endpoints/Destinations
Endpoint is your customers’
engagement destination
App (iOS, Android), Email, SMS, etc.
Users
Ultimately don’t care about
endpoints
Users can have many endpoints

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Pinpoint Analytics
Integrate events using APIs or client side SDKs (Mobile, Javascript)

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Pinpoint Analytics

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Pinpoint Analytics
Lambda Filters and Destinations
Kinesis/Firehose Event Streams
Firehose Event Stream
Kinesis Event Stream
Lambda Delivery

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Pinpoint Segmentation and Targeting
Derived and imported audience segmentation

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Pinpoint Segmentation and Targeting
createImportJob

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Pinpoint Channels
Amazon Pinpoint Multi-Channel Messaging Service
Email SMS Push Notifications Channel Extensions
High Deliverability Rates
Opens, Clicks,
Flexible Routing
Two-Way
Delivered
APNS
GCM / FCM
Baidu
ADM
Lambda / APIs

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Pinpoint Campaign Management

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Pinpoint Direct Messaging
sendMessages sendUserMessages
Direct Messaging APIs

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Pinpoint Extensions – Public Beta
• Integrate new channels with Pinpoint
segmentation and campaign management
capabilities
• Enrich campaign segmentation and message
during campaign execution
• During Public Beta - API support only

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THANK YOU!