Amazon Music is a popular music streaming service that uses Amazon Pinpoint to help drive growth of the service through effective engagement with its user base. In this session, learn the ins and outs of how the Amazon Music team uses the Amazon Pinpoint service to drive user growth and retention to achieve the desired business outcomes, achieve KPIs, and use app and user analytics for insight for further improvement projects.

1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS re:INVENT
L e a r n H o w A m a z o n L e v e r a g e s A m a z o n P i n p o i n t t o
D r i v e G r o w t h a n d E n g a g e m e n t w i t h i t s P o p u l a r
M u s i c S t r e a m i n g S e r v i c e , A m a z o n M u s i c
J o h n s o n C h e n g , S r . M a n a g e r , A m a z o n M u s i c
A a r o n D e s r o s i e r s , S r . D e v e l o p e r , A m a z o n M u s i c
Z a c h B a r b i t t a , S r . 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 3 0 3
N o v e m b e r 2 9 , 2 0 1 7

2. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Welcome, if you’d like to be involved in today’s
mobile demo please download the Amazon
Music iOS or Android app and on your mobile
device go to:
tinyurl.com/music-reinvent

3. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Today’s agenda
Intro to
Amazon
Pinpoint and
Amazon
Music
(~5 minutes)
Live user
engagement
demo with
the audience
(~25 minutes)
Deeper dive
into user
engagement
with Amazon
Music and
Amazon
Pinpoint
(~15 minutes)
How does
AWS think
about user
engagement
(~1 minute)

4. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How does AWS think about user
engagement?
Being right about
the conversation you have,
the audience you target,
the place and time you choose to interact

5. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
An introduction to Amazon Pinpoint
Understand users
Measure user behavior across
applications and platforms
Target audience
Define segmentation criteria based on
user events and custom attributes
Message and engage
Targeted and direct messages across
email, SMS, and mobile push

6. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
An introduction to Amazon Music
Apps on every platform2 Services
Voice-forward

7. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Demo
Please download the Amazon Music iOS or
Android app and on your mobile device go
to: tinyurl.com/music-reinvent

8. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon Pinpoint Analytics

9. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Who is Amazon Pinpoint built for?
“Intuitive and user-friendly enough
for the marketing team…”
“…yet provide power and
control…”
“…while having reliability at
scale…”
“…and still have full support and
flexibility for our dev teams”

10. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Genesis of Amazon Pinpoint
• Why and what customers asked us to build
• V0— targeted push notifications
• V1— enable multichannel
• V2— expanded use cases via Pinpoint Extensions
• Vn— 360-degree user engagement

11. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How do customers leverage
AWS to engage users?
Direct email messaging
Quiet time and
message caps
Campaign and app analytics—
usage, monetization, deliveries,
opens
Event streams to Amazon Kinesis and
Amazon Kinesis Firehose for custom
analysis

12. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How does Amazon Music look at growth?
Outbound
Marketing
• Push
Notification
• Email
• Sharing
• Personalization
Product
Experiments
• Funnel
optimization
• First Time Use
• Engagement
Features
Business
Intelligence
• Onboarding
Studies
• User Journeys
• Cohort Analysis
Execution Speed
ROI Prioritization
Data Driven
Acquisition Engagement

13. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Music Account
Service
Music Account
Service
Amazon Music push architecture
Pinpoint
Music Segment
Attributer
Customer /
Endpoint Mapping
Music User
Insight Attributer
Segment
Repository
Music Data
Warehouse
Music Account
Service
Music Metrics
Service
SNS Topic
ETL
S3
Dynamo
Lambda
Lambda
Lambda
Marketing campaigns
GCM/APNS
ConsoleRedshift

14. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Key takeaways

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Questions and answers

16. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a segment, the audience

17. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a segment, the audience

18. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a segment, the audience

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Creating a segment, the attributes

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Creating a target segment, the audience

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Creating a campaign

22. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a target segment, the audience

23. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a target segment, the audience

24. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a target segment, the audience

25. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a target segment, the audience

26. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Creating a target segment, the audience