Easy Demographics and Campaign Management in a Mobile World Using Amazon Pinpoint - MBL304 - re:Invent 2017

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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

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

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

• 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

Increase engagement using mobile
and non-mobile data for segmentation
Segment
and target
Message
and engage
Measure
improvement
Analyze user
behavior

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

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

{
"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

update-endpoint
--application-id <value>
--endpoint-id <value>
--endpoint-request “<endpoint>”
Register an endpoint from the CLI
update-endpoints-batch
--endpoint-batch-request “{
"Item": [
{<endpoint>}
]
}”

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

{
"Attributes": {"string": ["string", ...]
...},
"ChannelType": "GCM"|"APNS"|"APNS_SANDBOX"|"APNS_VOIP"|"APNS_VOIP_SANDBOX"|"ADM"|"SMS"|"EMAIL"|"BAIDU",
"Demographic": {... },
"Location": {... },
"Metrics": {"string": double
...},
"OptOut": "string",
"User": {
"UserAttributes": {“ChannelPreference": [“EMAIL"], “MarketingStage” : {“Welcome”}},
"UserId": "string"
}
}
Set user attributes in the endpoint

• 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

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

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 .

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
--write-event-stream “{
"DestinationStreamArn": "string",
"RoleArn": "string"
}”

Update attributes without an app
Email URL click tracking
Event streams to Lambda
{
update-endpoint
--application-id
<value>
--endpoint-id <value>
--endpoint-request
“<endpoint>”
}

• 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

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

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

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

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TITLE ONLY

TITLE & CONTENT

CODE SNIPPET

{
"ChannelType": "GCM",
"OptOut": "string",
"Location": {…},
"Demographic": {…},
"Attributes": {},
"Metrics": {},
"User": {
"UserId": "string",
"UserAttributes": {}
},
"Id": "string"
}
Endpoint

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C L I C K T O A D D T E X T

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Thank you!

Easy Demographics and Campaign Management in a Mobile World Using Amazon Pinpoint - MBL304 - re:Invent 2017

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Easy Demographics and Campaign Management in a Mobile World Using Amazon Pinpoint - MBL304 - re:Invent 2017