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.

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. Predicting customer interest & churn.
Growing the value of each customer.
Exceeding your customers’ expectations.

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. © 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. Predicting customer interest & churn.
Growing the value of each customer.
Exceeding your customers’ expectations.

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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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

21. © 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

22. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Push notifications

23. © 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

24. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Targeting the right customers

25. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Targeting the right customers

26. © 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

27. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Monitoring our campaigns

28. © 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
!

29. © 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

30. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Knowing our fans

31. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Knowing our fans

32. © 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

33. © 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

34. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Audience size

35. © 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

36. © 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

37. © 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

38. © 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

39. Predict customer interest & churn.
Grow the value of each customer.
Exceed your customers’ expectations.

40. Thank you!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Simon Poile
@SimonPoile

41. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.