This document summarizes an Amazon Web Services presentation on digital user engagement. The presentation discusses how evolving user expectations require personalized engagement across channels. It then overviews AWS services like Amazon Pinpoint that can help with audience management, personalized messaging, and machine learning. A case study describes how Disney uses Pinpoint for push notifications at scale. The presentation concludes with a demo of Pinpoint's capabilities.

1. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Amazon Digital User Engagement
John Burry
Principal Digital User Engagement Specialist
Solutions Architect
AWS
Zach Barbitta
Sr. Digital User Engagement Product
Manager
AWS

2. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Agenda
1. Digital Engagement & Personalization: Why it’s important
2. Overview of the AWS services that can help
3. Deep Dive: Disney Streaming Service Case Study
4. Machine Learning Pinpoint Demo

3. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Digital Engagement & Personalization:
Why it’s important

4. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Users’ attention is increasingly scattered
connected endpoints online by
Sources: McKinsey & Co., Inc., Statista

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84%
of customers say being treated
like a person, not a number, is
very important to winning their
business.
51%
of marketing leaders don’t
believe they provide an
experience completely aligned
with customer expectations.
–Salesforce Research Fifth Edition State of Marketing Report [Q1 2019]

6. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Users’ expectations are continually evolving
Mass messaging FormsSiloed experiences Business context
Personalization NaturalConnected experiences User context

7. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Predicting customer interest & churn.
Growing the value of each customer.
Exceeding your customers’ expectations.

8. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Overview of the AWS services that can help

9. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

10. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
User
management
Audience
management
Targeting Channels Campaign
insights
Successfully engage your customers
using Amazon Pinpoint

11. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

12. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

13. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

14. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Successfully engage your customers with a platform built for
both marketers and developers.

15. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

16. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Deep Dive: Disney Streaming Service Case
Study

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User Engagement
Push Notifications through Amazon Pinpoint
Special thanks to the Disney Streaming Service team for the creation and distribution of these slides.

19. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Push notifications
• Multiple Partners
• Up to 1 billion push
notifications per month
• Millions of devices

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Push notifications

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Push notifications
• Targeting the right customers
• Monitoring our campaigns
• Knowing our fans
• Audience size

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Targeting the right customers

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Targeting the right customers

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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

25. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Monitoring our campaigns

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Monitoring our
campaigns
• High Priority curated
campaigns
• Alerting when campaigns
aren’t sent quickly
• Handling failed campaigns
Editorial Amazon Pinpint Mobile Client
!

27. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

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Knowing our fans

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Knowing our fans

30. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

31. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Knowing our fans
Export reports
Amazon S3Amazon S3
Amazon PinpointLambda Function AWS Glue
Create export job

32. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Audience size

33. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Audience size
• Unreachable customers
• Inflates audience sizes
• Increases cost
• Slows campaign Amazon Pinpoint Mobile client
Mobile client
Mobile client

34. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
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

35. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Happy collab
• Targeting the right customers
• Monitoring our campaigns
• Knowing our fans
• Audience size

36. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Pinpoint+ Personalize
Built on 20 years of operating Personalization at scale across segments, geos, and industries

37. Every model is custom
trained on your data,
and is never shared
with other customers
Continuously
improving
Iterations on user
behavior leveraging a
wide range of
algorithms
Works on
your data
Put machine learning
in the hands of
your developers
Easy to use
with AutoML
Drive better results for your customers faster than ever

38. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T
Solution Architecture: Predictive User Engagement
ETL Function
Item and User
Metadata
AWS Cloud
Execute
Solution
User & Item Data
Personalized
Notifications
Web & Mobile
App Usage Data
Update User Segment
in Pinpoint
Amplify.js Native Support
1
2 3 4
56
7
8

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Pinpoint + Personalize
Demo

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Pinpoint+ Quicksight
Deep insights, powered by the combination of Amazon Pinpoint and Quicksight

41. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
One product for all of your users
QuickSight covers all of your users from casual data consumers, to dashboard
creators, to power users and analysts that need self-serve analytics.
Explore
Give power users and analysts the freedom
to do their own self-serve data discovery
and analysis on governed data you control
Create
Create and publish rich, interactive
dashboards to all of your users
Consume
With the new Reader Role, you can provide
everyone in your organization with secure,
easy access to interactive dashboards and
reports, on any device

42. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Amazon Pinpoint feeds data to Amazon Quicksight
QuickSight is powered by SPICE, a super-fast calculation engine that delivers
unprecedented performance and scale, regardless of how many users are active.
SPICEAmazon Pinpoint
Kinesis Stream (or
other data source)

43. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Thank you!
S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Zach Barbitta
Sr. Digital User Engagement Product
Manager AWS
John Burry
Principal Digital User Engagement Specialist
Solutions Architect AWS