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AWS re:INVENT
Easy Demographics and Campaign
Management in a Mobile World
Using Amazon Pinpoint
D a n i e l W o o d , S o f t w a r e D e v e l o p m e n 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 4
N o v e m b e r 3 0 , 2 0 1 7
2. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What to expect from this session
• Brief introduction to Amazon Pinpoint
• Building a campaign using demographics
• Targeting a demographic using user attributes
• Engage a user across push, SMS, and email
• Putting all the pieces together to create a sequence of campaigns that increases
engagement
3. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What to expect from this session
• Brief introduction to Amazon Pinpoint
• Building a campaign using demographics
• Targeting a demographic using user attributes
• Engage a user across push, SMS, and email
• Putting all the pieces together to create a sequence of campaigns that increases
engagement
4. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Understand users
Measure user behavior across
applications and platforms
Target audience
Define segmentation criteria based on
user events and custom attributes
Message and engage
Personalize messages to deliver
custom content at the right time
Understand user behavior and engage your users effectively over
multiple channels
Brief introduction to Amazon Pinpoint
5. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Brief introduction to Amazon Pinpoint
• Support for message templates
• Personalize messages using custom attributes
• Schedule message delivery based on users’ local time
Create customized and personalized
messages across multiple channels
6. Increase engagement using mobile
and non-mobile data for segmentation
Segment
and target
Message
and engage
Measure
improvement
Analyze user
behavior
Brief introduction to Amazon Pinpoint
7. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What to expect from this session
• Brief introduction to Amazon Pinpoint
• Building a campaign using demographics
• Targeting a demographic using user attributes
• Engage a user across push, SMS, and email
• Putting all the pieces together to create a sequence of campaigns that increases
engagement
8. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Building a campaign using demographics
Events Usage Demographics Campaigns
By time and filters Active users (daily,
monthly)
App versions Channels
Total counts User session analytics Platforms Schedules
Events per session Sticky factors Device makes
and models
Messaged users
Events per user Locales Custom attributes Deliveries
Rich "out-of-the-box" analytics and dashboards
9. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Demographics using attributes
Device
• Platform (iOS, Android)
• Make/model
• Locale
• App version
Custom
• Extend device attributes
such as screen size
• Extend app attributes
such as preferences
User
• Special attribute set that
applies to ALL endpoints
with the same user ID
• User preferences
• Channel preferences
10. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What to expect from this session
• Brief introduction to Amazon Pinpoint
• Building a campaign using demographics
• Targeting a demographic using user attributes
• Engage a user across push, SMS, and email
• Putting all the pieces together to create a sequence of campaigns that increases
engagement
11. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
{
"ChannelType": "GCM",
"Address": "string",
"EndpointStatus": "string",
"OptOut": "string",
"RequestId": "string",
"Location": {…},
"Demographic": {…},
"EffectiveDate": "string",
"Attributes": {},
"Metrics": {},
"User": {
"UserId": "string",
"UserAttributes": {}
},
"Id": "string"
}
Endpoints are the basis for targeting
12. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
update-endpoint
--application-id <value>
--endpoint-id <value>
--endpoint-request “<endpoint>”
Register an endpoint from the CLI
update-endpoints-batch
--application-id <value>
--endpoint-batch-request “{
"Item": [
{<endpoint>}
]
}”
13. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Register many endpoints via import
aws pinpoint create-import-job --application-id $APP_ID --import-job-request “{
"Format": "CSV",
"RoleArn": "string",
"S3Url": ”s3://<path>",
"RegisterEndpoints": true,
"SegmentId": "string",
"SegmentName": "string”
"DefineSegment": true
}
JSON
CSV
Pinpoint
ImportJob
Amazon S3
14. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
{
"Address": "string",
"Attributes": {"string": ["string", ...]
...},
"ChannelType": "GCM"|"APNS"|"APNS_SANDBOX"|"APNS_VOIP"|"APNS_VOIP_SANDBOX"|"ADM"|"SMS"|"EMAIL"|"BAIDU",
"Demographic": {... },
"EffectiveDate": "string",
"EndpointStatus": "string",
"Location": {... },
"Metrics": {"string": double
...},
"OptOut": "string",
"RequestId": "string",
"User": {
"UserAttributes": {“ChannelPreference": [“EMAIL"], “MarketingStage” : {“Welcome”}},
"UserId": "string"
}
}
Set user attributes in the endpoint
15. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What to expect from this session
• Brief introduction to Amazon Pinpoint
• Building a campaign using demographics
• Targeting a demographic using user attributes
• Engage a user across push, SMS, and email
• Putting all the pieces together to create a sequence of campaigns that increases
engagement
16. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
• FCM
• APNs
• ADM
• Baidu
• Long codes
• Short codes
• Keywords
• Two-way SMS
• From address
• From domain
• Reputation enforced
• As a filter
• As an action
Engage via push, SMS,
email, and AWS Lambda
17. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Turn demographics into a segment
1 . I mp le me nt Pinp oint Mob ile SDK in ap p
2 . Dire ctly u p date e ndp oint via AWS SDK or R EST API
18. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Demo: Create a segment and campaign
Se nd a we lcome e mail with a cou p on to all
u se rs AND le t the m u pdate the ir
commu nication p re fe re nce .
19. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Event streams
• Publishes all Pinpoint events to Amazon Kinesis or Amazon Kinesis Firehose
• Can be used to update endpoint attributes from email or SMS campaigns
aws pinpoint put-event-stream
--application-id <value>
--write-event-stream “{
"DestinationStreamArn": "string",
"RoleArn": "string"
}”
20. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Update attributes without an app
Email URL click tracking
Event streams to Lambda
{
update-endpoint
--application-id
<value>
--endpoint-id <value>
--endpoint-request
“<endpoint>”
}
21. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
• Create a Pinpoint event stream leveraging Kinesis
• Create a Lambda function with custom marketing logic to update attributes in the user profile
• Subscribe the Lambda function to the event stream
Update endpoints via event streams
22. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What to expect from this session
• Brief introduction to Amazon Pinpoint
• Building a campaign using demographics
• Targeting a demographic using custom attributes
• Engage a user across push, SMS, and email
• Putting all the pieces together to create a sequence of campaigns that increases
engagement
23. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Demo: Putting all the pieces together
• Create the user attribute “preference”
• Create three campaigns that send messages based on three segments: “welcome,” “value-add,” “reward”
• Set the user attribute preference to email
• Respond to the email, triggering the Pinpoint event stream-based attribute update
• Each consecutive email response moves the user further in the engagement sequence
24. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Demo: Putting all the pieces together
• Create the user attribute “preference”
• Create three campaigns that send messages based on three segments: “welcome,” “value-add,” “reward”
• Set the user attribute preference to email
• Respond to the email, triggering the Pinpoint event stream-based attribute update
• Each consecutive email response moves the user further in the engagement sequence
25. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Thank you
• Engage users across email, SMS, and mobile push
• Assign attributes to users to better understand
demographics
• Maintain attributes across devices and channels
• You can run your first campaign today in just
minutes
• Questions?
Amazon Pinpoint
26. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
DECK GUIDELINES
Sizes, colors and layouts are all pre-built into this template.
Color palette
Please do not use gradients, shadows or outlines on shape elements.
Limit color use for chart graphics to grayscale plus one accent color.
27. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
COPY & PASTE CODE
When pasting content Code into a Code template please use the
“Keep Text Only Function” for Windows and “Destination Theme” for Macs.
If any additional coloring needs to be done to your code type please do it after pasting it into your slide.
Windows Mac
28. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
ASSETS USAGE
Multiple assets can be combined to create one graphic
Deck_Box-
Files.png
Deck_Arrows1.
png
Deck_Buildings-
MediumBusiness.
png
Deck_Buildin
gs-
Enterprise.pn
g
Deck_Buildings-
SmallBusiness.p
ng
Deck_Laptop-
Dark-Code.png
Deck_Certificati
on-Badge.png
Deck_App2.p
ng
Deck_Lock.p
ng
29. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
RESIZING ASSETS
Always hold down shift key and drag from corners when scaling assets
with Shift without Shift
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TITLE ONLY
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TITLE & CONTENT
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CODE SNIPPET
33. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
{
"ChannelType": "GCM",
"Address": "string",
"EndpointStatus": "string",
"OptOut": "string",
"RequestId": "string",
"Location": {…},
"Demographic": {…},
"EffectiveDate": "string",
"Attributes": {},
"Metrics": {},
"User": {
"UserId": "string",
"UserAttributes": {}
},
"Id": "string"
}
Endpoint
34. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SECTION TITLE
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C L I C K T O A D D T E X T
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TWO CONTENT
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COMPARISON
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THREE CONTENT
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FOUR CONTENT - GRAPHICS
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SIX CONTENT - GRAPHICS
40. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Thank you!