In 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’s streaming service is utilizing the Amazon approach to engage its users. The intended audience for this session includes developers and business professionals who are responsible for digitally transforming their company.

1. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Amazon digital user
engagement solutions
Andrew Levy
Business Development, Digital User Engagement
Amazon Web Services
S V C 2 2 1

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Today’s agenda
1. Digital engagement: Why it’s important (5 min.)
2. Overview of the AWS services that can help (15 min.)
3. Flash case study: Disney streaming service (10 min.)
4. Bringing it together: Introducing focus health (15 min.)

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

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

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Customer expectations have evolved
Mass messaging FormsSiloed experiences
Personalization NaturalConnected experiences

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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

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9. © 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 AppSync
Amazon Kinesis
Amazon EMR Amazon Lex Amazon Polly

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User
management
Audience management Targeting Channels Campaign
insights
Successfully engage your customers
using Amazon Pinpoint

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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 users
Use local numbers as
well as dozens of
languages and voices
for full global reach
Seamless and reliable
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 that 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 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
Amazon Pinpoint + Amazon Comprehend:Real-time user engagement
based on social sentiment
Amazon Kinesis
Data Streams
Amazon
Pinpoint
Mobile or
web client
Amazon
Kinesis Data
Firehose
Amazon S3
Amazon Comprehend
Marketing
automation
Sentiment
analysis
Long-term
archival
Amazon Elasticsearch
Service
Search and
visualization
Push notification
Update
endpoint
Register and update
endpoint
1
2
3
5
6
7
Amazon API
Gateway
POST
/webhooks
4
AWS Lambda
function

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Personalize 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
Amazon Pinpoint

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What are we solving for?
1. Billions of push notifications
2. Millions of users
3. Personalization
4. Speed

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Push notifications

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Targeting the right
customer
Marketing and
engineering working as
one

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Targeting the right customers: Build a profile

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Targeting the right customers: Built for real time
• New segment and campaign for
every notification
• 1,000 segments per day
• Delete old segments
and campaigns
Save segment and campaign
metadata with TTL
Amazon
DynamoDB
Delete
segment
Delete campaign
Triggers
AWS
Lambda
function
AWS
Lambda
function
Amazon
Kinesis
Triggers
Createsegment
Createcampaign
Amazon
Pinpoint

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Monitoring our campaigns
• Alerting when campaigns aren’t sent
quickly
• Alerts for delayed campaigns
• Alerts for failed campaigns
• Multi-region failover
Amazon Pinpoint
Lambda function AWS Step Functions Amazon CloudWatch

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Results
• Happy customers
• Cost-effective solution
• Component of MarTech stack to
the cloud
• Real-time game updates to a
global audience

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Getting started: Two distinct paths
1 2Amazon Pinpoint Quick Start Amazon Pinpoint + Ignite

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Section 4: Bringing it together –
Introducing Focus Health (15 min.)

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Thank you!
S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
andrlevy@amazon.com
Andrew Levy