Tag Archives: Marketing & Advertising

Building a generative AI Marketing Portal on AWS

2024-01-09 Tristan Nguyen

Post Syndicated from Tristan Nguyen original https://aws.amazon.com/blogs/messaging-and-targeting/building-a-generative-ai-marketing-portal-on-aws/

Introduction

In the preceding entries of this series, we examined the transformative impact of Generative AI on marketing strategies in “Building Generative AI into Marketing Strategies: A Primer” and delved into the intricacies of Prompt Engineering to enhance the creation of marketing content with services such as Amazon Bedrock in “From Prompt Engineering to Auto Prompt Optimisation”. We also explored the potential of Large Language Models (LLMs) to refine prompts for more effective customer engagement.

Continuing this exploration, we will articulate how Amazon Bedrock, Amazon Personalize, and Amazon Pinpoint can be leveraged to construct a marketer portal that not only facilitates AI-driven content generation but also personalizes and distributes this content effectively. The aim is to provide a clear blueprint for deploying a system that crafts, personalizes, and distributes marketing content efficiently. This blog will guide you through the deployment process, underlining the real-world utility of these services in optimizing marketing workflows. Through use cases and a code demonstration, we’ll see these technologies in action, offering a hands-on perspective on enhancing your marketing pipeline with AI-driven solutions.

The Challenge with Content Generation in Marketing

Many companies struggle to streamline their marketing operations effectively, facing hurdles at various stages of the marketing operations pipeline. Below, we list the challenges at three main stages of the pipeline: content generation, content personalization, and content distribution.

Content Generation

Creating high-quality, engaging content is often easier said than done. Companies need to invest in skilled copywriters or content creators who understand not just the product but also the target audience. Even with the right talent, the process can be time-consuming and costly. Moreover, generating content at scale while maintaining quality and compliance to industry regulations is the key blocker for many companies considering adopting generative AI technologies in production environments.

Content Personalization

Once the content is created, the next hurdle is personalization. In today’s digital age, generic content rarely captures attention. Customers expect content tailored to their needs, preferences, and behaviors. However, personalizing content is not straightforward. It requires a deep understanding of customer data, which often resides in siloed databases, making it difficult to create a 360-degree view of the customer.

Content Distribution

Finally, even the most captivating, personalized content is ineffective if it doesn’t reach the right audience at the right time. Companies often grapple with choosing the appropriate channels for content distribution, be it email, social media, or mobile notifications. Additionally, ensuring that the content complies with various regulations and doesn’t end up in spam folders adds another layer of complexity to the distribution phase. Sending at scale requires paying attention to deliverability, security and reliability which often poses significant challenges to marketers.

By addressing these challenges, companies can significantly improve their marketing operations and empower their marketers to be more effective. But how can this be achieved efficiently and at scale? The answer lies in leveraging the power of Amazon Bedrock, Amazon Personalize, and Amazon Pinpoint, as we will explore in the following solution.

The Solution In Action

Before we dive into the details of the implementation, let’s take a look at the end result through the linked demo video.

Use Case 1: Banking/Financial Services Industry

You are a relationship manager working in the Consumer Banking department of a fictitious company called AnyCompany Bank. You are assigned a group of customers and would like to send out personalized and targeted communications to the channel of choice to every members of this group of customer.

Behind the scene, the marketer is utilizing Amazon Pinpoint to create the segment of customers they would like to target. The customers’ information and the marketer’s prompt are then fed into Amazon Bedrock to generate the marketing content, which is then sent to the customer via SMS and email using Amazon Pinpoint.

In the Prompt Iterator page, you can employ a process called “prompt engineering” to further optimize your prompt to maximize the effectiveness of your marketing campaigns. Please refer to this blog on the process behind engineering the prompt as well as how to apply an additional LLM model for auto-prompting. To get started, simply copy the sample banking prompt which has gone through the prompt engineering process in this page.
Next, you can either upload your customer group by uploading a .csv file (through “Importing a Segment”) or specify a customer group using pre-defined filter criteria based on your current customer database using Amazon Pinpoint.

UseCase1Segment

E.g.: The screenshot shows a sample filtered segment named ManagementOrRetired that only filters to customers who are management or retirees.

Once done, you can log into the marketer portal and choose the relevant segment that you’ve just created within the Amazon Pinpoint console.

PinpointSegment

You can then preview the customers and their information stored in your Amazon Pinpoint’s customer database. Once satisfied, we’re ready to start generating content for those customers!
Click on 1:1 Content Generator tab, your content is automatically generated for your first customer. Here, you can cycle through your customers one by one, and depending on the customer’s preferred language and channel, an email or SMS in the preferred language is automatically generated for them.
- Generated SMS in English

PostiveSMS

- A negative example showing proper prompt-engineering at work to moderate content. This happens if we try to insert data that does not make sense for the marketing content generator to output. In this case, the marketing generator refuses to output (justifiably) an advertisement for a 6-year-old on a secured instalment loan.

NegativeSMS

Finally, we choose to send the generated content via Amazon Pinpoint by clicking on “Send with Amazon Pinpoint”. In the back end, Amazon Pinpoint will orchestrate the sending of the email/SMS through the appropriate channels.
- Alternatively, if the auto-generated content still did not meet your needs and you want to generate another draft, you can Disagree and try again.

Use Case 2: Travel & Hospitality

You are a marketing executive that’s working for an online air ticketing agency. You’ve been tasked to promote a specific flight from Singapore to Hong Kong for AnyCompany airline. You’d first like to identify which customers would be prime candidates to promote this flight leg to and then send out hyper-personalized message to them.

Behind the scene, instead of using Amazon Pinpoint to manually define the segment, the marketer in this case is leveraging AIML capabilities of Amazon Personalize to define the best group of customers to recommend the specific flight leg to them. Similar to the above use case, the customers’ information and LLM prompt are fed into the Amazon Bedrock, which generates the marketing content that is eventually sent out via Amazon Pinpoint.

Similar to the above use case, you’d need to go through a prompt engineering process to ensure that the content the LLM model is generating will be relevant and safe for use. To get started quickly, go to the Prompt Iterator page, you can use the sample airlines prompt and iterate from there.
Your company offers many different flight legs, aggregated from many different carriers. You first filter down to the flight leg that you want to promote using the Filters on the left. In this case, we are filtering for flights originating from Singapore (SRCCity) and going to Hong Kong (DSTCity), operated by AnyCompany Airlines.

PersonalizeInstructions

Now, let’s choose the number of customers that you’d like to generate. Once satisfied, you choose to start the batch segmentation job.
In the background, Amazon Personalize generates a group of customers that are most likely to be interested in this flight leg based on past interactions with similar flight itineraries.
Once the segmentation job is finished as shown, you can fetch the recommended group of customers and start generating content for them immediately, similar to the first use case.

Setup instructions

The setup instructions and deployment details can be found in the GitHub link.

Conclusion

In this blog, we’ve explored the transformative potential of integrating Amazon Bedrock, Amazon Personalize, and Amazon Pinpoint to address the common challenges in marketing operations. By automating the content generation with Amazon Bedrock, personalizing at scale with Amazon Personalize, and ensuring precise content distribution with Amazon Pinpoint, companies can not only streamline their marketing processes but also elevate the customer experience.

The benefits are clear: time-saving through automation, increased operational efficiency, and enhanced customer satisfaction through personalized engagement. This integrated solution empowers marketers to focus on strategy and creativity, leaving the heavy lifting to AWS’s robust AI and ML services.

For those ready to take the next step, we’ve provided a comprehensive guide and resources to implement this solution. By following the setup instructions and leveraging the provided prompts as a starting point, you can deploy this solution and begin customizing the marketer portal to your business’ needs.

Call to Action

Don’t let the challenges of content generation, personalization, and distribution hold back your marketing potential. Deploy the Generative AI Marketer Portal today, adapt it to your specific needs, and watch as your marketing operations transform. For a hands-on start and to see this solution in action, visit the GitHub repository for detailed setup instructions.

Have a question? Share your experiences or leave your questions in the comment section.

About the Authors

Tristan (Tri) Nguyen

Tristan (Tri) Nguyen is an Amazon Pinpoint and Amazon Simple Email Service Specialist Solutions Architect at AWS. At work, he specializes in technical implementation of communications services in enterprise systems and architecture/solutions design. In his spare time, he enjoys chess, rock climbing, hiking and triathlon.

Philipp Kaindl

Philipp Kaindl is a Senior Artificial Intelligence and Machine Learning Solutions Architect at AWS. With a background in data science and
mechanical engineering his focus is on empowering customers to create lasting business impact with the help of AI. Outside of work, Philipp enjoys tinkering with 3D printers, sailing and hiking.

Bruno Giorgini

Bruno Giorgini is a Senior Solutions Architect specializing in Pinpoint and SES. With over two decades of experience in the IT industry, Bruno has been dedicated to assisting customers of all sizes in achieving their objectives. When he is not crafting innovative solutions for clients, Bruno enjoys spending quality time with his wife and son, exploring the scenic hiking trails around the SF Bay Area.

AWS Clean Rooms Differential Privacy enhances privacy protection of your users data (preview)

2023-11-29 Donnie Prakoso

Post Syndicated from Donnie Prakoso original https://aws.amazon.com/blogs/aws/aws-clean-rooms-differential-privacy-enhances-privacy-protection-of-your-users-data-preview/

Starting today, you can use AWS Clean Rooms Diﬀerential Privacy (preview) to help protect the privacy of your users with mathematically backed and intuitive controls in a few steps. As a fully managed capability of AWS Clean Rooms, no prior differential privacy experience is needed to help you prevent the reidentification of your users.

AWS Clean Rooms Differential Privacy obfuscates the contribution of any individual’s data in generating aggregate insights in collaborations so that you can run a broad range of SQL queries to generate insights about advertising campaigns, investment decisions, clinical research, and more.

Quick overview on differential privacy
Differential privacy is not new. It is a strong, mathematical definition of privacy compatible with statistical and machine learning based analysis, and has been used by the United States Census Bureau as well as companies with vast amounts of data.

Differential privacy helps with a wide variety of use cases involving large datasets, where adding or removing a few individuals has a small impact on the overall result, such as population analyses using count queries, histograms, benchmarking, A/B testing, and machine learning.

The following illustration shows how differential privacy works when it is applied to SQL queries.

When an analyst runs a query, differential privacy adds a carefully calibrated amount of error (also referred to as noise) to query results at run-time, masking the contribution of individuals while still keeping the query results accurate enough to provide meaningful insights. The noise is carefully fine-tuned to mask the presence or absence of any possible individual in the dataset.

Differential privacy also has another component called privacy budget. The privacy budget is a finite resource consumed each time a query is run and thus controls the number of queries that can be run on your datasets, helping ensure that the noise cannot be averaged out to reveal any private information about an individual. When the privacy budget is fully exhausted, no more queries can be run on your tables until it is increased or refreshed.

However, differential privacy is not easy to implement because this technique requires an in-depth understanding of mathematically rigorous formulas and theories to apply it effectively. Configuring differential privacy is also a complex task because customers need to calculate the right level of noise in order to preserve the privacy of their users without negatively impacting the utility of query results.

Customers also want to enable their partners to conduct a wide variety of analyses including highly complex and customized queries on their data. This requirement is hard to support with differential privacy because of the intricate nature of the calculations involved in calibrating the noise while processing various query components such as aggregations, joins, and transformations.

We created AWS Clean Rooms Differential Privacy to help you protect the privacy of your users with mathematically backed controls in a few clicks.

How differential privacy works in AWS Clean Rooms
While differential privacy is quite a sophisticated technique, AWS Clean Rooms Differential Privacy makes it easy for you to apply it and protect the privacy of your users with mathematically backed, flexible, and intuitive controls. You can begin using it with just a few steps after starting or joining an AWS Clean Rooms collaboration as a member with abilities to contribute data.

You create a configured table, which is a reference to your table in the AWS Glue Data Catalog, and choose to turn on differential privacy while adding a custom analysis rule to the configured table.

Next, you associate the configured table to your AWS Clean Rooms collaboration and configure a differential privacy policy in the collaboration to make your table available for querying. You can use a default policy to quickly complete the setup or customize it to meet your specific requirements. As part of this step, you will configure the following:

Privacy budget
Quantified as a value that we call epsilon, the privacy budget controls the level of privacy protection. It is a common, ﬁnite resource that is applied for all of your tables protected with differential privacy in the collaboration because the goal is to preserve the privacy of your users whose information can be present in multiple tables. The privacy budget is consumed every time a query is run on your tables. You have the flexibility to increase the privacy budget value any time during the collaboration and automatically refresh it each calendar month.

Noise added per query
Measured in terms of the number of users whose contributions you want to obscure, this input parameter governs the rate at which the privacy budget is depleted.

In general, you need to balance your privacy needs against the number of queries you want to permit and the accuracy of those queries. AWS Clean Rooms makes it easy for you to complete this step by helping you understand the resulting utility you are providing to your collaboration partner. You can also use the interactive examples to understand how your chosen settings would impact the results for different types of SQL queries.

Now that you have successfully enabled differential privacy protection for your data, let’s see AWS Clean Rooms Differential Privacy in action. For this demo, let’s assume I am your partner in the AWS Clean Rooms collaboration.

Here, I’m running a query to count the number of overlapping customers and the result shows there are 3,227,643 values for tv.customer_id.

Now, if I run the same query again after removing records about an individual from coffee_customers table, it shows a diﬀerent result, 3,227,604 tv.customer_id. This variability in the query results prevents me from identifying the individuals from observing the diﬀerence in query results.

I can also see the impact of differential privacy, including the remaining queries I can run.

Available for preview
Join this preview and start protecting the privacy of your users with AWS Clean Rooms Differential Privacy. During this preview period, you can use AWS Clean Rooms Differential Privacy wherever AWS Clean Rooms is available. To learn more on how to get started, visit the AWS Clean Rooms Differential Privacy page.

Happy collaborating!
— Donnie

AWS Clean Rooms ML helps customers and partners apply ML models without sharing raw data (preview)

2023-11-29 Donnie Prakoso

Post Syndicated from Donnie Prakoso original https://aws.amazon.com/blogs/aws/aws-clean-rooms-ml-helps-customers-and-partners-apply-ml-models-without-sharing-raw-data-preview/

Today, we’re introducing AWS Clean Rooms ML (preview), a new capability of AWS Clean Rooms that helps you and your partners apply machine learning (ML) models on your collective data without copying or sharing raw data with each other. With this new capability, you can generate predictive insights using ML models while continuing to protect your sensitive data.

During this preview, AWS Clean Rooms ML introduces its ﬁrst model specialized to help companies create lookalike segments for marketing use cases. With AWS Clean Rooms ML lookalike, you can train your own custom model, and you can invite partners to bring a small sample of their records to collaborate and generate an expanded set of similar records while protecting everyone’s underlying data.

In the coming months, AWS Clean Rooms ML will release a healthcare model. This will be the first of many models that AWS Clean Rooms ML will support next year.

AWS Clean Rooms ML helps you to unlock various opportunities for you to generate insights. For example:

Airlines can take signals about loyal customers, collaborate with online booking services, and offer promotions to users with similar characteristics.
Auto lenders and car insurers can identify prospective auto insurance customers who share characteristics with a set of existing lease owners.
Brands and publishers can model lookalike segments of in-market customers and deliver highly relevant advertising experiences.
Research institutions and hospital networks can find candidates similar to existing clinical trial participants to accelerate clinical studies (coming soon).

AWS Clean Rooms ML lookalike modeling helps you apply an AWS managed, ready-to-use model that is trained in each collaboration to generate lookalike datasets in a few clicks, saving months of development work to build, train, tune, and deploy your own model.

How to use AWS Clean Rooms ML to generate predictive insights
Today I will show you how to use lookalike modeling in AWS Clean Rooms ML and assume you have already set up a data collaboration with your partner. If you want to learn how to do that, check out the AWS Clean Rooms Now Generally Available — Collaborate with Your Partners without Sharing Raw Data post.

With your collective data in the AWS Clean Rooms collaboration, you can work with your partners to apply ML lookalike modeling to generate a lookalike segment. It works by taking a small sample of representative records from your data, creating a machine learning (ML) model, then applying the particular model to identify an expanded set of similar records from your business partner’s data.

The following screenshot shows the overall workflow for using AWS Clean Rooms ML.

By using AWS Clean Rooms ML, you don’t need to build complex and time-consuming ML models on your own. AWS Clean Rooms ML trains a custom, private ML model, which saves months of your time while still protecting your data.

Eliminating the need to share data
As ML models are natively built within the service, AWS Clean Rooms ML helps you protect your dataset and customer’s information because you don’t need to share your data to build your ML model.

You can specify the training dataset using the AWS Glue Data Catalog table, which contains user-item interactions.

Under Additional columns to train, you can define numerical and categorical data. This is useful if you need to add more features to your dataset, such as the number of seconds spent watching a video, the topic of an article, or the product category of an e-commerce item.

Applying custom-trained AWS-built models
Once you have defined your training dataset, you can now create a lookalike model. A lookalike model is a machine learning model used to find similar profiles in your partner’s dataset without either party having to share their underlying data with each other.

When creating a lookalike model, you need to specify the training dataset. From a single training dataset, you can create many lookalike models. You also have the flexibility to define the date window in your training dataset using Relative range or Absolute range. This is useful when you have data that is constantly updated within AWS Glue, such as articles read by users.

Easy-to-tune ML models
After you create a lookalike model, you need to configure it to use in AWS Clean Rooms collaboration. AWS Clean Rooms ML provides flexible controls that enable you and your partners to tune the results of the applied ML model to garner predictive insights.

On the Configure lookalike model page, you can choose which Lookalike model you want to use and define the Minimum matching seed size you need. This seed size deﬁnes the minimum number of profiles in your seed data that overlap with profiles in the training data.

You also have the flexibility to choose whether the partner in your collaboration receives metrics in Metrics to share with other members.

With your lookalike models properly configured, you can now make the ML models available for your partners by associating the configured lookalike model with a collaboration.

Creating lookalike segments
Once the lookalike models have been associated, your partners can now start generating insights by selecting Create lookalike segment and choosing the associated lookalike model for your collaboration.

Here on the Create lookalike segment page, your partners need to provide the Seed profiles. Examples of seed profiles include your top customers or all customers who purchased a specific product. The resulting lookalike segment will contain profiles from the training data that are most similar to the profiles from the seed.

Lastly, your partner will get the Relevance metrics as the result of the lookalike segment using the ML models. At this stage, you can use the Score to make a decision.

Export data and use programmatic API
You also have the option to export the lookalike segment data. Once it’s exported, the data is available in JSON format and you can process this output by integrating with AWS Clean Rooms API and your applications.

Join the preview
AWS Clean Rooms ML is now in preview and available via AWS Clean Rooms in US East (Ohio, N. Virginia), US West (Oregon), Asia Pacific (Seoul, Singapore, Sydney, Tokyo), and Europe (Frankfurt, Ireland, London). Support for additional models is in the works.

Learn how to apply machine learning with your partners without sharing underlying data on the AWS Clean Rooms ML page.

Happy collaborating!
— Donnie

Using Experian identity resolution with AWS Clean Rooms to achieve higher audience activation match rates

2023-09-26 Omar Gonzalez

Post Syndicated from Omar Gonzalez original https://aws.amazon.com/blogs/big-data/using-experian-identity-resolution-with-aws-clean-rooms-to-achieve-higher-audience-activation-match-rates/

This is a guest post co-written with Tyler Middleton, Experian Senior Partner Marketing Manager, and Jay Rakhe, Experian Group Product Manager.

As the data privacy landscape continues to evolve, companies are increasingly seeking ways to collect and manage data while protecting privacy and intellectual property. First party data is more important than ever for companies to understand their customers and improve how they interact with them, such as in digital advertising across channels. Companies are challenged with having a complete view of their customers as they engage with them across different channels and devices, in addition to other third parties that could complement their data to generate rich insights about their customers. This has driven companies to build identity graph solutions or use well-known identity resolution from providers such as Experian. It has also driven companies to grow their first-party consumer-consented data and collaborate with other companies and partners to create better-informed advertising campaigns.

AWS Clean Rooms allows companies to collaborate securely with their partners on their collective datasets without sharing or copying one another’s underlying data. Combining Experian’s identity resolution with AWS Clean Rooms can help you achieve higher match rates with your partners on your collective datasets when you run an AWS Clean Rooms collaboration. You can achieve higher match rates by using Experian’s diverse offline and digital ID database.

In this post, we walk through an example of a retail advertiser collaborating with a connected television (CTV) provider, facilitated by AWS Clean Rooms and Experian. AWS Clean Rooms facilitates a secure collaboration for an audience activation use case.

Use case overview

Retail advertisers recognize the growing consumer behaviors to use streaming TV services over traditional TV channels. Because of this, you may want to use your customer tiering and past purchase history datasets to target your audience in CTV.

The following example advertiser dataset includes the audience to be targeted on the CTV platform.

Advertiser ID	First	Last	Address	City	State	Zip	Customer Tier	LTV	Last Purchase Date
123	Tyler	Smith	4128 Et Street	Franklin	OK	82736	Gold	$823	8/1/21
456	Karleigh	Jones	2588 Nibh Street	Clinton	RI	38947	Gold	$741	2/2/22
984	Alex	Brown	6556 Tincidunt Avenue	Madison	WI	10975	Silver	$231	1/17/22

The following sample CTV provider dataset has email addresses and subscription status.

Email Address	Status
[email protected]	Subscribed
[email protected]	Free Ad Tier
[email protected]	Trial

Experian performs identity resolution on each dataset by matching against Experian’s attributes on 250 million consumers and 126 million households. Experian assigns a unique and synthetic Experian ID referred to as a Living Unit ID (LUID) to each matched record.

The Experian LUIDs for an advertiser and CTV provider are unique per consumer record. For example, LU_ADV_123 in the advertiser table corresponds to LU_CTV_135 in the CTV table. To allow the CTV provider and advertiser to match identities across the datasets, Experian generates a collaboration LUID, as shown in the following figure. This allows a double-blind join to be performed against both tables in AWS Clean Rooms.

Advertiser and CTV Provider Double Blind Join

The following figure illustrates the workflow in our example AWS Clean Rooms collaboration.

Experian identity resolution with AWS Clean Rooms workflow

We walk you through the following high-level steps:

Prepare the data tables with Experian IDs, load the data to Amazon Simple Storage Service (Amazon S3), and catalog the data with AWS Glue.
Associate the configured tables, define the analysis rules, and collaborate with privacy-enhancing controls joining between the Experian LUID encodings using the match table.
Use AWS Clean Rooms to validate that the query conforms to the analysis rules and returns query results that meet all restrictions.

Prepare data tables with Experian IDs, load data to Amazon S3, and catalog data with AWS Glue

First, the advertiser and CTV provider engage with Experian directly to assign Experian LUIDs to their consumer records. During this process, both parties provide identity components to Experian as an input. Experian processes their input data and returns an Experian LUID when a matched identity is found. New and existing Experian customers can start this process by reaching out to Experian Marketing Services.

After the tables are prepared with Experian LUIDs, the advertiser, CTV provider, and Experian join an AWS Clean Rooms collaboration. A collaboration is a secure logical boundary in AWS Clean Rooms in which members perform SQL queries on configured tables. Any participant can create an AWS Clean Rooms collaboration. In this example, the CTV provider has created a collaboration in AWS Clean Rooms and invited the advertiser and Experian to join and contribute data, without sharing their underlying data with each other. The advertiser and Experian will log in to each of their respective AWS accounts and join the collaboration as a member.

The next step is to upload and catalog the data to be queried in AWS Clean Rooms. Each collaborator will upload their dataset to Amazon S3 object storage in their respective accounts. Next, the data is cataloged in the AWS Glue Data Catalog.

Associate the configured tables, define analysis rules, and collaborate with privacy enhancing controls

After the table is cataloged in the AWS Glue Data Catalog, it can be associated with an AWS Clean Rooms configured table. A configured table defines which columns can be used in the collaboration and contains an analysis rule that determines how the data can be queried.

In this step, Experian adds two configured tables that include the collaboration LUIDs that allow the CTV provider and advertiser to match across their datasets.

The advertiser has defined a list analysis rule that allows the CTV provider to run queries that return a row-level list of the collective data. They have also configured their unique Experian advertiser LUIDs as the join keys. In AWS Clean Rooms, join key columns can be used to join datasets, but the values can’t be returned in the result.

{
 "joinColumns": [
   "experian_luid_adv"
 ],
 "listColumns": [
   "ltv",
   "customer_tier"
 ]
}

The CTV provider can perform queries against the datasets. They must duplicate the CTV LUID column to use it as a join key and query dimension, as shown in the following code. This is an important step when configuring a collaboration with Experian as an ID provider.

{
 "joinColumns": [
   "experian_luid_ctv"
 ],
 "listColumns": [
   "experian_luid_ctv_2",
   "sub_status"
 ]
}

Use AWS Clean Rooms to validate the query matches the analysis rule type, expected query structure, and columns and tables defined in the analysis rule

The CTV provider can now perform a SQL query against the datasets using the AWS Clean Rooms console or the AWS Clean Rooms StartProtectedQuery API.

The following sample list query returns the customer tier and LTV (lifetime value) for matched CTV identities:

SELECT DISTINCT ctv.experian_luid_ctv_2,
       ctv.sub_status,
       adv.customer_tier,
       adv.ltv
FROM ctv
   JOIN experian_ctv
       ON ctv.experian_luid_ctv = experian_ctv.experian_luid_ctv
   JOIN experian_adv
       ON experian_ctv.experian_luid_collab = experian_adv.experian_luid_collab
   JOIN adv
       ON experian_adv.experian_luid_adv = adv.experian_luid_adv

The following figure illustrates the results.

AWS Clean Rooms List Query Output

Conclusion

In this post, we showed how a retail advertiser can enrich their data with CTV provider data using Experian in an AWS Clean Rooms collaboration, without sharing or exposing raw data with each other. The advertiser can now use the CTV customer tiering and subscription data to activate specific segments on the CTV platform. For example, if the retail advertiser wants to offer membership to their loyalty program, they can now target their high LTV customers that have a CTV paid subscription. With AWS Clean Rooms, this use case can be expanded further to include additional collaborators to further enrich your data. AWS Clean Rooms partners include identity resolution providers, such as Experian, who can help you more easily join data using Experian identifiers. To learn more about the benefits of Experian identity resolution, refer to Identity resolution solutions. New and existing customers can contact Experian Marketing Services to authorize an AWS Clean Rooms collaboration. Visit the AWS Clean Rooms User Guide to get started using AWS Clean Rooms today.

About the Authors

Omar Gonzalez is a Senior Solutions Architect at Amazon Web Services in Southern California with more than 20 years of experience in IT. He is passionate about helping customers drive business value through the use of technology. Outside of work, he enjoys hiking and spending quality time with his family.

Matt Miller is a Business Development Principal at AWS. In his role, Matt drives customer and partner adoption for the AWS Clean Rooms service specializing in advertising and marketing industry use cases. Matt believes in the primacy of privacy enhanced data collaboration and interoperability underpinning data-driven marketing imperatives from customer experience to addressable advertising. Prior to AWS, Matt led strategy and go-to market efforts for ad technologies, large agencies, and consumer data products purpose-built to inform smarter marketing and deliver better customer experiences.

Building Generative AI into Marketing Strategies: A Primer

2023-07-06 nnatri

Post Syndicated from nnatri original https://aws.amazon.com/blogs/messaging-and-targeting/building-generative-ai-into-marketing-strategies-a-primer/

Introduction

Artificial Intelligence has undoubtedly shaped many industries and is poised to be one of the most transformative technologies in the 21st century. Among these is the field of marketing where the application of generative AI promises to transform the landscape. This blog post explores how generative AI can revolutionize marketing strategies, offering innovative solutions and opportunities.

According to Harvard Business Review, marketing’s core activities, such as understanding customer needs, matching them to products and services, and persuading people to buy, can be dramatically enhanced by AI. A 2018 McKinsey analysis of more than 400 advanced use cases showed that marketing was the domain where AI would contribute the greatest value. The ability to leverage AI can not only help automate and streamline processes but also deliver personalized, engaging content to customers. It enhances the ability of marketers to target the right audience, predict consumer behavior, and provide personalized customer experiences. AI allows marketers to process and interpret massive amounts of data, converting it into actionable insights and strategies, thereby redefining the way businesses interact with customers.

Generating content is just one part of the equation. AI-generated content, no matter how good, is useless if it does not arrive at the intended audience at the right point of time. Integrating the generated content into an automated marketing pipeline that not only understands the customer profile but also delivers a personalized experience at the right point of interaction is also crucial to getting the intended action from the customer.

Amazon Web Services (AWS) provides a robust platform for implementing generative AI in marketing strategies. AWS offers a range of AI and machine learning services that can be leveraged for various marketing use cases, from content creation to customer segmentation and personalized recommendations. Two services that are instrumental to delivering customer contents and can be easily integrated with other generative AI services are Amazon Pinpoint and Amazon Simple Email Service. By integrating generative AI with Amazon Pinpoint and Amazon SES, marketers can automate the creation of personalized messages for their customers, enhancing the effectiveness of their campaigns. This combination allows for a seamless blend of AI-powered content generation and targeted, data-driven customer engagement.

As we delve deeper into this blog post, we’ll explore the mechanics of generative AI, its benefits and how AWS services can facilitate its integration into marketing communications.

What is Generative AI?

Generative AI is a subset of artificial intelligence that leverages machine learning techniques to generate new data instances that resemble your training data. It works by learning the underlying patterns and structures of the input data, and then uses this understanding to generate new, similar data. This is achieved through the use of models like Generative Adversarial Networks (GANs), Variational Autoencoders (VAEs), and Transformer models.

What do Generative AI buzzwords mean?

In the world of AI, buzzwords are abundant. Terms like “deep learning”, “neural networks”, “machine learning”, “generative AI”, and “large language models” are often used interchangeably, but they each have distinct meanings. Understanding these terms is crucial for appreciating the capabilities and limitations of different AI technologies.

Machine Learning (ML) is a subset of AI that involves the development of algorithms that allow computers to learn from and make decisions or predictions based on data. These algorithms can be ‘trained’ on a dataset and then used to predict or classify new data. Machine learning models can be broadly categorized into supervised learning, unsupervised learning, semi-supervised learning, and reinforcement learning.

Deep Learning is a subset of machine learning that uses neural networks with many layers (hence “deep”) to model and understand complex patterns. These layers of neurons process different features, and their outputs are combined to produce a final result. Deep learning models can handle large amounts of data and are particularly good at processing images, speech, and text.

Generative AI refers specifically to AI models that can generate new data that mimic the data they were trained on. This is achieved through the use of models like Generative Adversarial Networks (GANs) and Variational Autoencoders (VAEs). Generative AI can create anything from written content to visual designs, and even music, making it a versatile tool in the hands of marketers.

Large Language Models (LLMs) are a type of generative AI that are trained on a large corpus of text data and can generate human-like text. They predict the probability of a word given the previous words used in the text. They are particularly useful in applications like text completion, translation, summarization, and more. While they are a type of generative AI, they are specifically designed for handling text data.

Simply put, you can understand that Large Language Model is a subset of Generative AI, which is then a subset of Machine Learning and they ultimately falls under the umbrella term of Artificial Intelligence.

What are the problems with generative AI and marketing?

While generative AI holds immense potential for transforming marketing strategies, it’s important to be aware of its limitations and potential pitfalls, especially when it comes to content generation and customer engagement. Here are some common challenges that marketers should be aware of:

Bias in Generative AI Generative AI models learn from the data they are trained on. If the training data is biased, the AI model will likely reproduce these biases in its output. For example, if a model is trained primarily on data from one demographic, it may not accurately represent other demographics, leading to marketing campaigns that are ineffective or offensive. Imagine if you are trying to generate an image for a campaign targeting females, a generative AI model might not generate images of females in jobs like doctors, lawyers or judges, leading your campaign to suffer from bias and uninclusiveness.

Insensitivity to Cultural Nuances Generative AI models may not fully understand cultural nuances or sensitive topics, which can lead to content that is insensitive or even harmful. For instance, a generative AI model used to create social media posts for a global brand may inadvertently generate content that is seen as disrespectful or offensive by certain cultures or communities.

Potential for Inappropriate or Offensive Content Generative AI models can sometimes generate content that is inappropriate or offensive. This is often because the models do not fully understand the context in which certain words or phrases should be used. It’s important to have safeguards in place to review and approve content before it’s published. A common problem with LLMs is hallucination: whereby the model speaks false knowledge as if it is accurate. A marketing team might mistakenly publish a auto-generated promotional content that contains a 20% discount on an item when no such promotions were approved. This could have disastrous effect if safeguards are not in place and erodes customers’ trust.

Intellectual Property and Legal Concerns Generative AI models can create new content, such as images, music, videos, and text, which raises questions of ownership and potential copyright infringement. Being a relatively new field, legal discussions are still ongoing to discuss legal implications of using Generative AI, e.g. who should own generated AI content, and copyright infringement.

Not a Replacement for Human Creativity Finally, while generative AI can automate certain aspects of marketing campaigns, it cannot replace the creativity or emotional connections that marketers use in crafting compelling campaigns. The most successful marketing campaigns touch the hearts of the customers, and while Generative AI is very capable of replicating human content, it still lacks in mimicking that “human touch”.

In conclusion, while generative AI offers exciting possibilities for marketing, it’s important to approach its use with a clear understanding of its limitations and potential pitfalls. By doing so, marketers can leverage the benefits of generative AI while mitigating risks.

How can I use generative AI in marketing communications?

Amazon Web Services (AWS) provides a comprehensive suite of services that facilitate the use of generative AI in marketing. These services are designed to handle a variety of tasks, from data processing and storage to machine learning and analytics, making it easier for marketers to implement and benefit from generative AI technologies.

Overview of Relevant AWS Services

AWS offers several services that are particularly relevant for generative AI in marketing:

Amazon Bedrock: This service makes FMs accessible via an API. Bedrock offers the ability to access a range of powerful FMs for text and images, including Amazon’s Titan FMs. With Bedrock’s serverless experience, customers can easily find the right model for what they’re trying to get done, get started quickly, privately customize FMs with their own data, and easily integrate and deploy them into their applications using the AWS tools and capabilities they are familiar with.
Amazon Titan Models: These are two new large language models (LLMs) that AWS is announcing. The first is a generative LLM for tasks such as summarization, text generation, classification, open-ended Q&A, and information extraction. The second is an embeddings LLM that translates text inputs into numerical representations (known as embeddings) that contain the semantic meaning of the text. In response to the pitfalls mentioned above around Generative AI hallucinations and inaccurate information, AWS is actively working on improving accuracy and ensuring its Titan models produce high-quality responses, said Bratin Saha, an AWS vice president.
Amazon SageMaker: This fully managed service enables data scientists and developers to build, train, and deploy machine learning models quickly. SageMaker includes modules that can be used for generative AI, such as Generative Adversarial Networks (GANs) and Variational Autoencoders (VAEs).
Amazon Pinpoint: This flexible and scalable outbound and inbound marketing communications service enables businesses to engage with customers across multiple messaging channels. Amazon Pinpoint is designed to scale with your business, allowing you to send messages to a large number of users in a short amount of time. It integrates with AWS’s generative AI services to enable personalized, AI-driven marketing campaigns.
Amazon Simple Email Service (SES): This cost-effective, flexible, and scalable email service enables marketers to send transactional emails, marketing messages, and other types of high-quality content to their customers. SES integrates with other AWS services, making it easy to send emails from applications being hosted on services such as Amazon EC2. SES also works seamlessly with Amazon Pinpoint, allowing for the creation of customer engagement communications that drive user activity and engagement.

How to build Generative AI into marketing communications

Dynamic Audience Targeting and Segmentation: Generative AI can help marketers to dynamically target and segment their audience. It can analyze customer data and behavior to identify patterns and trends, which can then be used to create more targeted marketing campaigns. Using Amazon Sagemaker or the soon-to-be-available Amazon Bedrock and Amazon Titan Models, Generative AI can suggest labels for customers based on unstructured data. According to McKinsey, generative AI can analyze data and identify consumer behavior patterns to help marketers create appealing content that resonates with their audience.

Personalized Marketing: Generative AI can be used to automate the creation of marketing content. This includes generating text for blogs, social media posts, and emails, as well as creating images and videos. This can save marketers a significant amount of time and effort, allowing them to focus on other aspects of their marketing strategy. Where it really shines is the ability to productionize marketing content creation, reducing the needs for marketers to create multiple copies for different customer segments. Previously, marketers would need to generate many different copies for each granularity of customers (e.g. attriting customers who are between the age of 25-34 and loves food). Generative AI can automate this process, providing the opportunities to dynamically create these contents programmatically and automatically send out to the most relevant segments via Amazon Pinpoint or Amazon SES.

Marketing Automation: Generative AI can automate various aspects of marketing, such as email marketing, social media marketing, and search engine marketing. This includes automating the creation and distribution of marketing content, as well as analyzing the performance of marketing campaigns. Amazon Pinpoint currently automates customer communications using journeys which is a customized, multi-step engagement experience. Generative AI could create a Pinpoint journey based on customer engagement data, engagement parameters and a prompt. This enables GenAI to not only personalize the content but create a personalized omnichannel experience that can extend throughout a period of time. It then becomes possible that journeys are created dynamically by generative AI and A/B tested on the fly to achieve an optimal pre-defined Key Performance Indicator (KPI).

A Sample Generative AI Use Case in Marketing Communications

AWS services are designed to work together, making it easy to implement generative AI in your marketing strategies. For instance, you can use Amazon SageMaker to build and train your generative AI models which assist with automating marketing content creation, and Amazon Pinpoint or Amazon SES to deliver the content to your customers.

Companies using AWS can theoretically supplement their existing workloads with generative AI capabilities without the needs for migration. The following reference architecture outlines a sample use case and showcases how Generative AI can be integrated into your customer journeys built on the AWS cloud. An e-commerce company can potentially receive many complaints emails a day. Companies spend a lot of money to acquire customers, it’s therefore important to think about how to turn that negative experience into a positive one.

GenAIMarketingSolutionArchitecture

When an email is received via Amazon SES (1), its content can be passed through to generative AI models using GANs to help with sentiment analysis (2). An article published by Amazon Science utilizes GANs for sentiment analysis for cases where a lack of data is a problem. Alternatively, one can also use Amazon Comprehend at this step and run A/B tests between the two models. The limitations with Amazon Comprehend would be the limited customizations you can perform to the model to fit your business needs.

Once the email’s sentiment is determined, the sentiment event is logged into Pinpoint (3), which then triggers an automatic winback journey (4).

Generative AI (e.g. HuggingFace’s Bloom Text Generation Models) can again be used here to dynamically create the content without needing to wait for the marketer’s input (5). Whereas marketers would need to generate many different copies for each granularity of customers (e.g. attriting customers who are between the age of 25-34 and loves food), generative AI provides the opportunities to dynamically create these contents on the fly given the above inputs.

Once the campaign content has been generated, the model pumps the template backs into Amazon Pinpoint (6), which then sends the personalized copy to the customer (7).

Result: Another customer is saved from attrition!

Conclusion

The landscape of generative AI is vast and ever-evolving, offering a plethora of opportunities for marketers to enhance their strategies and deliver more personalized, engaging content. AWS plays a pivotal role in this landscape, providing a comprehensive suite of services that facilitate the implementation of generative AI in marketing. From building and training AI models with Amazon SageMaker to delivering personalized messages with Amazon Pinpoint and Amazon SES, AWS provides the tools and infrastructure needed to harness the power of generative AI.

The potential of generative AI in relation to the marketer is immense. It offers the ability to automate content creation, personalize customer interactions, and derive valuable insights from data, among other benefits. However, it’s important to remember that while generative AI can automate certain aspects of marketing, it is not a replacement for human creativity and intuition. Instead, it should be viewed as a tool that can augment human capabilities and free up time for marketers to focus on strategy and creative direction.

Get started with Generative AI in marketing communications

As we conclude this exploration of generative AI and its applications in marketing, we encourage you to:

Brainstorm potential Generative AI use cases for your business. Consider how you can leverage generative AI to enhance your marketing strategies. This could involve automating content creation, personalizing customer interactions, or deriving insights from data.
Start leveraging generative AI in your marketing strategies with AWS today. AWS provides a comprehensive suite of services that make it easy to implement generative AI in your marketing strategies. By integrating these services into your workflows, you can enhance personalization, improve customer engagement, and drive better results from your campaigns.
Watch out for the next part in the series of integrating Generative AI into Amazon Pinpoint and SES. We will delve deeper into how you can leverage Amazon Pinpoint and SES together with generative AI to enhance your marketing campaigns. Stay tuned!

The journey into the world of generative AI is just beginning. As technology continues to evolve, so too will the opportunities for marketers to leverage AI to enhance their strategies and deliver more personalized, engaging content. We look forward to exploring this exciting frontier with you.

About the Author

Tristan (Tri) Nguyen

AWS Clean Rooms Now Generally Available — Collaborate with Your Partners without Sharing Raw Data

2023-03-21 Donnie Prakoso

Post Syndicated from Donnie Prakoso original https://aws.amazon.com/blogs/aws/aws-clean-rooms-now-generally-available/

Companies across multiple industries, such as advertising and marketing, retail, consumer packaged goods (CPG), travel and hospitality, media and entertainment, and financial services, increasingly look to supplement their data with data from business partners, to build a complete view of their business.

Let’s take a marketing use case as an example. Brands, publishers, and their partners need to collaborate using datasets that are stored across many channels and applications to improve the relevance of their campaigns and better engage with consumers. At the same time, they also want to protect sensitive consumer information and eliminate the sharing of raw data. Data clean rooms can help solve this challenge by allowing multiple companies to analyze their collective data in a private environment.

However, it’s difficult to build data clean rooms. It requires complex privacy controls, specialized tools to protect each collaborator’s data, and months of development time customizing analytics tools. The effort and complexity grows when a new collaborator is added, or a different type of analysis is needed, as companies have to spend even more development time. Finally, companies prefer to limit data movement as much as possible, usually leading to less collaboration and missed opportunities to generate new business insights.

Introducing AWS Clean Rooms
Today, I’m excited to announce the general availability of AWS Clean Rooms which we first announced at AWS re:Invent 2022 and released the preview of in January 2023. AWS Clean Rooms is an analytics service of AWS Applications that helps companies and their partners more easily and securely analyze and collaborate on their collective datasets without sharing or copying each other’s data. AWS Clean Rooms enables customers to generate unique insights about advertising campaigns, investment decisions, clinical research, and more, while helping them protect data.

Now, with AWS Clean Rooms, companies are able to easily create a secure data clean room on the AWS Cloud in minutes and collaborate with their partners. They can use a broad set of built-in, privacy-enhancing controls for clean rooms. These controls allow companies to customize restrictions on the queries run by each clean room participant, including query controls, query output restrictions, and query logging. AWS Clean Rooms also includes advanced cryptographic computing tools that keep data encrypted—even as queries are processed—to help comply with stringent data handling policies.

Key Features of AWS Clean Rooms
Let me share with you the key features and how easy it is to collaborate with AWS Clean Rooms.

Create Your Own Clean Rooms
AWS Clean Rooms helps you to start a collaboration in minutes and then select the other companies you want to collaborate with. You can collaborate with any of your partners that agree to participate in your clean room collaboration. You can create a collaboration by following several steps.

After creating a collaboration in AWS Clean Rooms, you can select additional collaboration members who can contribute. Currently, AWS Clean Rooms supports up to five collaboration members, including you as the collaboration creator.

The next step is to define which collaboration member can perform a query in collaboration with the member abilities setting.

Then, collaboration members will get notifications in their accounts, see detailed info from a collaboration, and decide whether to join the collaboration by selecting Create membership in their AWS Clean Rooms dashboard.

Collaborate without Moving Data Outside AWS
AWS Clean Rooms works by analyzing Amazon S3 data in place. This eliminates the need for companies to copy and load their data into destinations outside their respective AWS environments of the collaboration members or using third-party services.

Each collaboration member can create configured tables, an AWS Clean Rooms resource that contains reference to the AWS Glue catalog with underlying data that define how that data can be used. The configured table can be used across many collaborations.

Protecting Data
AWS Clean Rooms provides you with a broad set of privacy-enhancing controls to protect your customers’ and partners’ data. Each collaboration member has the flexibility to determine what columns can be accessed in a collaboration.

In addition to column-level privacy controls, as in the example above, AWS Clean Rooms also provides fine-grained query controls called analysis rules. With built-in and flexible analysis rules, customers can tailor queries to specific business needs. AWS Clean Rooms provides two types of analysis rules for customers to use:

Aggregation analysis rules allows queries that aggregate analysis without revealing user-level information using COUNT, SUM, and AVG functions along optional dimensions.
List analysis rules allow queries that output user-level attribute analysis of the overlap between the customer’s table and the tables of the member who can query.

Both analysis rule types allow data owners to require a join between their datasets and the datasets of the collaborator running the query. This limits the results to just their intersection of the collaborators datasets.

After defining the analysis rules, the member who can query and receive results can start writing queries according to the restrictions defined by each participating collaboration member. The following is an example query in the collaboration.

Analysis rules allow collaboration members to restrict the types of queries that can be performed against their datasets and the usable output of the query results. The following screenshot is an example of a query that will not be successful because it does not satisfy the analysis rule since the hashed_email column cannot be used in SELECT queries.

Full Programmatic Access
Any functionality offered by AWS Clean Rooms can also be accessed via the API using AWS SDKs or AWS CLI. This makes it easier for you to integrate AWS Clean Rooms into your products or workflows. This programmatic access also unlocks the opportunity for you to host clean rooms for your customers with your own branding.

Query Logging
This feature allows collaboration members to review and audit the queries that use their datasets to make sure data is being used as intended. With query logging, collaboration members who have query control and other members whose data is part of the query, can receive logs if they enable query logging.

If this feature is enabled, query logs are written to Amazon CloudWatch Logs in each collaboration member’s account. You can access the summary of the log queries in the last 7 days from the collaboration dashboard.

Cryptographic Computing
With this feature, you have the option to perform client-side encryption for sensitive data with cryptographic computing. You can encrypt your dataset to add a protection layer, and the data will use a cryptographic computing protocol called private-set intersection to keep data encrypted even as the query runs.

To use the cryptographic computing feature, you need to download and use the Cryptographic Computing for Clean Rooms (C3R) encryption client to encrypt and decrypt your data. C3R keeps your data cryptographically protected while in use in AWS Clean Rooms. C3R supports a subset of SQL queries, including JOIN, SELECT, GROUP BY, COUNT, and other supported statements on cryptographically protected data.

The following image shows how you can enable cryptographic computing when creating a collaboration:

Customer Voices
During the preview period, we heard lots of feedback from our customers about AWS Clean Rooms. Here’s what our customers say:

Comscore is a measurement and analytics company that brings trust and transparency to media. Brian Pugh, Chief Information Officer at Comscore, said, “As advertisers and marketers adapt to deliver relevant campaigns leveraging their combined datasets while protecting consumer data, Comscore’s Media Metrix suite, powered by Unified Digital Measurement 2.0 and Campaign Ratings services, will continue to support critical measurement and planning needs with services like AWS Clean Rooms. AWS Clean Rooms will enable new methods of collaboration among media owners, brands, or agency customers through customized data access controls managed and set by each data owner without needing to share underlying data.”

DISH Media is a leading TV provider that offers over-the-top IPTV service. “At DISH Media, we empower brands and agencies to run their own analyses of prior campaigns to allow for flexibility, visibility, and ease in optimizing future campaigns to reach DISH Media’s 31 million consumers. With AWS Clean Rooms, we believe advertisers will benefit from the ease of use of these services with their analysis, including data access and security controls,” said Kemal Bokhari, Head of Data, Measurement, and Analytics at DISH Media.

Fox Corporation is a leading producer and distributor of ad-supported content through its sports, news, and entertainment brands. Lindsay Silver, Senior Vice President of Data and Commercial Technology at Fox Corporation, said, “It can be challenging for our advertising clients to figure out how to best leverage more data sources to optimize their media spend across their combined portfolio of entertainment, sports, and news brands which reach 200 million monthly viewers. We are excited to use AWS Clean Rooms to enable data collaborations easily and securely in the AWS Cloud that will help our advertising clients unlock new insights across every Fox brand and screen while protecting consumer data.”

Amazon Marketing Cloud (AMC) is a secure, privacy-safe clean room application from Amazon Ads that supports thousands of marketers with custom analytics and cross-channel analysis.

“Providing marketers with greater control over their own signals while being able to analyze them in conjunction with signals from Amazon Ads is crucial in today’s marketing landscape. By migrating AMC’s compute infrastructure to AWS Clean Rooms under the hood, marketers can use their own signals in AMC without storing or maintaining data outside of their AWS environment. This simplifies how marketers can manage their signals and enables AMC teams to focus on building new capabilities for brands,” said Paula Despins, Vice President of Ads Measurement at Amazon Ads.

Watch this video to learn more about AWS Clean Rooms:

Availability
AWS Clean Rooms is generally available in the following AWS Regions: US East (Ohio), US East (N. Virginia), US West (Oregon), Asia Paciﬁc (Seoul), Asia Paciﬁc (Singapore), Asia Paciﬁc (Sydney), Asia Paciﬁc (Tokyo), Europe (Frankfurt), Europe (Ireland), Europe (London), and Europe (Stockholm).

Pricing & Free Tier
AWS Clean Rooms measures compute capacity in Clean Rooms Processing Units (CRPUs). You only pay the compute capacity of queries that you run in CRPU-hours on a per-second basis (with a 60-second minimum charge). AWS Clean Rooms automatically scales up or down to meet your query workload demands and shuts down during periods of inactivity, saving you administration time and costs. AWS Clean Rooms free tier provides a tier of 9 CRPU-hours per month for the first 12 months per new customer.

AWS Clean Rooms helps companies and their partners more easily and securely analyze and collaborate on their collective datasets without sharing or copying each other’s data. Learn more about benefits, use cases, how to get started, and pricing details on the AWS Clean Rooms page.

Happy collaborating!

— Donnie

A modern approach to implementing the serverless Customer Data Platform

2022-12-19 Larry Bell

Post Syndicated from Larry Bell original https://aws.amazon.com/blogs/architecture/a-modern-approach-to-implementing-the-serverless-customer-data-platform-cdp/

When building a Customer Data Platform (CDP), advertising and marketing Independent Software Vendors (ISVs) face a unique set of challenges. The ISV can help organizations with the heavy lifting required to build, secure, and maintain near real-time, high volume CDPs. However, architecting CDPs using traditional on-premises technologies can introduce multiple complexities and can limit deployment options. One strategy that may address these complexities is to use serverless technologies.

Serverless technologies feature automatic scaling, built-in high availability, and a pay-for-use billing model to increase agility, optimize costs, and reduce infrastructure management tasks such as capacity provisioning and patching. Using tools such as CloudFormation, each layer of the serverless CDP can be deployed on-demand in an independent manner to maximize portability and optimize performance.

A Software as a Service (SaaS) CDP usually has significantly more data in a multi-tenant environment than a single instance of a CDP. Clients of a SaaS solution need to continually expand across different channels, and often across many AWS Regions. In some cases, an ISV might have an existing infrastructure that was built before some of these modern capabilities and techniques were mature. Today, an ISV can build or even modernize an existing CDP and gain huge benefits from a serverless implementation.

This blog post explores how to use serverless technologies for the CDP. A modern, serverless CDP architecture can enable the ISV and the client companies to deliver in weeks instead of months, and provide a resilient infrastructure that supports agility and global deployment while maximizing operational efficiency and optimizing cost. This frees up technical resources to focus on differentiated product development instead of managing servers.

Serverless implementation of a CDP on AWS

A serverless architecture uses AWS services that don’t require the configuration of a server to provide an implementation. Serverless technology allows you to focus more time on rapidly building different components of the marketing CDP. The benefits of a CDP include the collection, aggregation, and organization of customer data sources. Implementing the CDP using serverless technology reduces the need to focus on managing infrastructure while reducing time to market, increasing agility, and resulting in cost optimization. Figure 1 is an architecture diagram that describes how various data sources can be prepared for consumption in the component based Customer Data Platform.

Figure 1. Marketing CDP reference on AWS

Source systems of customer data include customer interactions, clickstreams and call center logs.
Data from customer touchpoints is ingested into the marketing customer data platform (CDP) data lake using Amazon Kinesis, Amazon AppFlow, Amazon EKS and an Amazon API Gateway.
Ingested data is sent – in its original, immutable format – to an Amazon Simple Storage Service (Amazon S3) Raw Zone bucket
Raw data is then transformed into efficient data formats – such as Parquet or Avro – and moved to a Clean Zone Amazon S3 bucket.
CDP processing and pipeline orchestration is conducted using purpose-built data processing components and transformation libraries through AWS Step Functions and then Amazon Personalize, AWS Lambda, and AWS Glue.
Data in the Amazon S3 Curated Zone is now ready for post-CDP-processing consumption and is organized by subject areas, segments, and profiles.
The analytics layer uses Amazon Redshift, Amazon QuickSight, Amazon SageMaker and Amazon Athena to natively integrate with the Curated Zone for analytics, dashboards, ad hoc reporting, and ML purposes.
Customer data is then aggregated across platforms and published using customer APIs for consumption using Amazon DynamoDB and an Amazon API Gateway.
Amazon Pinpoint and Amazon Connect are used to activate multiple customer channels such as mobile push, voice, and email for targeted marketing communications.
Using AWS Lake Formation, fine-grained access controls can be enforced on catalog tables, columns, and rows on the data lake.
The resulting catalog in AWS Glue helps you manage both business and technical metadata, with versioning, at scale.

Serverless implementation for ingestion

There are several methods of ingesting customer data, both internal to a customer and from external sources. Serverless options for ingestion could provide benefits to an ISV like cost or agility but it depends upon the use case. Examining serverless options for ingestion should be part of any modernization effort. If the CDP needs to stream data sources and ingest that data in near-real time, the ISV can use Amazon Kinesis. If you want a more traditional extract, transform, and load (ETL) tool, AWS Glue offers a serverless option to generate code that can be customized. AWS Glue DataBrew offers a visual data preparation tool. For more advanced governance and control, you can use AWS Lake Formation. To ingest sources using an API, the Amazon API Gateway provides a serverless approach. If you need more control over the ingestion, the use of customized scripts in Amazon AppFlow or Amazon Managed Streaming for Apache Kafka (Amazon MSK) can provide a solution.

Serverless storage implementation

Amazon Simple Storage Service (Amazon S3) provides a serverless, cost-effective solution for virtually unbounded amounts of storage and read-write bandwidth. As per the reference architecture, there are three purpose-specific zones:

A raw zone containing the original, immutable version of data
A trusted zone which can be used as a working area to combine, enhance and clean the data
A refined zone containing data ready for consumption by users and applications

This structure allows the improvement of customer data and profiles, and provides the ability to integrate various data sources and a structure that allows customer data to be recreated in a manner consistent with changing business rules.

Serverless cataloging implementation

The cataloging services provide a grouping of the elements contained in structured and unstructured data sources that is intuitive and easy to understand, similar to a single relational database. AWS Glue Data Catalog gives logical structure to the data lake by allowing users to define tables and columns on top of Amazon S3 data sets. This serverless solution integrates with other analytics tools to enable data discovery and consistent usage. Fine-grained governance and access can also be enforced by AWS Lake Formation.

Serverless processing

There are great choices for implementing processing, using serverless technologies. A CDP platform can package code and run on demand without servers using AWS Lambda or AWS Step Functions depending up the complexity of the processing pipeline. These services can enable complex processing on customer data and profiles. Amazon SageMaker is a great serverless choice for incorporating artificial Intelligence / machine learning into your processing stream. For processing using big data techniques Amazon EMR Serverless is a good serverless option.

Serverless implementation for consumption

Analytics for the CDP provides several serverless technologies that enable different types of insights. For interactive SQL queries that integrate with our serverless AWS Glue Catalog, there is Amazon Athena. Athena provides SQL access to various data source, and can also use federated query functionality to connect to third-party sources, even if that data is sitting on another cloud or in a vendor’s environment. Athena can also work as an interface (middleware) to other reporting solutions.

If performance is a concern, Amazon Redshift is fast, petabyte-scale data warehouse solution that has a serverless option and fully integrates with these solutions. For a data visualization tool that can be embedded in your application or work as a standalone portal, examine Amazon QuickSight.

To enable collaboration, many use cases can use Amazon API Gateway to securely publish and expose API endpoints for consuming applications. This allows data to be shared from a single source of truth to consumers that use customer data for their processes. Most customers want to activate their customer data through marketing or advertising campaigns. To activate marketing communication over voice, email, text, or in-app messaging, you can use a serverless service called Amazon Pinpoint. For an omnichannel contact center support, we recommend Amazon Connect, which uses AI/ML and the CDP data to analyze customer sentiment, implement chatbots, and authenticate voice callers.

Serverless implementation for governance

AWS Lake Formation simplifies the process of configuring and securing access to the CDP. It can help orchestrate processing and ingestion, as well as enforcing fine-grained access controls on data catalogs. Other services such as AWS Glue DataBrew or Amazon Macie can identify and help mitigate exposure of Personally identifiable information (PII). AWS Config enables you to assess, audit, and evaluate the configurations of your AWS resources to automate the evaluation of recorded configurations against desired configurations.

Conclusion

This post described just some of the serverless solutions that are managed by AWS that allow you to build a modern, low-cost, data lake-centric CDP architecture in an accelerated manner. A decoupled, component-driven architecture lets you start small and quickly add new services to each independent component of the CDP. Use the Data Analytics Lens for guidance on designing, deploying, and architecting your analytics solution workloads in the AWS Cloud. Using this framework, you will learn the architectural best practices for designing and operating reliable, secure, efficient, and cost-effective systems in the cloud. Follow the links in this article to learn more about the services available in AWS that can help you build a serverless CDP.

The AWS Customer Data Platform: overview and architecture

2022-12-12 Larry Bell

Post Syndicated from Larry Bell original https://aws.amazon.com/blogs/architecture/aws-customer-data-platform-overview-and-architecture/

The deprecation of digital consumer identifiers, such as third-party cookies and mobile advertising IDs, and the rapid growth of data from expanding consumer touchpoints, has created challenges in identifying, managing, and reaching customers in digital channels. Organizations must rethink their strategies for collecting and storing customer data. Customer Data Platforms (CDPs) collect, aggregate, and organize customer data sources, and create individual centralized customer profiles to better manage and understand customers.

Independent Software Vendors (ISVs) in the advertising and marketing industry vertical can aid many companies in achieving these goals. The ISVs can help organizations with the heavy lifting required to build, secure, govern, and maintain near real-time, high volume CDPs. However, building these types of vendor solutions, that support a large number of customers, data volumes, and use cases, is a complex undertaking with often unforeseen challenges.

This post examines the logical architecture of the CDP to provide guidance to help reduce complexity, increase agility, improve operational excellence, and optimize cost. Although the material can benefit advanced marketers evaluating building a CDP, the intent of this post is to provide guidance to those ISVs that are facing these challenges for multiple clients.

Marketing CDP logical architecture

The principal challenge of the CDP architecture is to integrate data from many disparate sources and types. Envision a data lake-centric approach based on a layered architecture where the sources of customer data flow through six logical layers: Ingestion; Processing; Storage; Unified Governance (and Security); Cataloging; and Consumption.

A layered, component-oriented architecture promotes separation of concerns, decoupling of tasks, and the flexibility required to build each component consistent with best practices. These components provide the agility necessary to quickly integrate new data sources and support new analytics or product capabilities. The components are depicted in the image below in the conceptual logical model of the marketing CDP and are then described in this post.

Figure 1: Marketing CDP logical architecture

CDP components

Logical ingestion layer

The ingestion layer is responsible for collecting data across various customer touchpoints. It provides the ability to connect with internal and external data sources. It can ingest batch, near real-time, and real-time data into the storage layer. This layer aggregates data from multiple source systems and therefore elevates the marketing CDP as the primary repository of marketing and advertising data across an organization. Sources can include cloud or on-premise data sources, streaming data, file stores, third-party Software as a Service (SaaS) connectors and APIs. Separating this component into three layers reduces complexity while providing agility to the process.

Logical storage layer

A scalable, flexible, resilient, and reliable storage layer is critical to the value proposition of a marketing CDP. It consists of three distinct storage areas:

Raw Zone – Contains ingested data in its original, immutable format, which can be used to source additional attributes in the future. It can also be used to restore data in certain disaster recovery scenarios. This layer acts as an immutable record of what has happened/been observed historically so that we can use that immutable data to generate a source of fact.
Clean Zone – Contains the first transformation of raw data, including conversions to an efficient data format such as Parquet or Avro, as well as basic data quality validations. This layer also acts as an ad-hoc layer to develop answers to unknown question in reasonable time frames so that they can be migrated to the curated zone.
Curated Zone – Contains data, organized by subject area, that is ready for consumption by users and applications For a marketing CDP, this includes identity resolution, data enrichment, customer segmentation, and aggregation.

Automated data archival can be configured individually for each layer, and aligned to compliance requirements set by the organization. Access to these layers is controlled at a granular level to ensure a secure and collaborative data exchange and exploration.

Logical cataloging layer

The cataloging layer provides a centralized governance control, including mechanisms for data access control, versioning, and metadata exploration. It provides the ability to track the schema and the partitioning of datasets. This layer makes the datasets discoverable. The Governance capabilities of the Catalog ensure standardization for audit purposes.

Logical processing layer

This layer is responsible for transforming data into a consumable state by applying business rules for data validation, identity resolution, segmentation, normalization, profile aggregation, and machine learning (ML) processing. This layer comprises custom application logic. The compute resources for this layer are designed to scale independently from storage to handle large data volumes; support schema-on-read, support partitioned data and diverse data formats; and orchestrate event-based data processing pipelines.

Logical consumption layer

The consumption layer is responsible for providing scalable tools to gain insights from the vast amount of data in the marketing CDP.

Analytics layer – Enables consumption by all user personas through several purpose-built analytics tools that support analysis methods, including ad-hoc SQL queries, batch analytics, business intelligence (BI) dashboards and ML-based insights. Components in this layer should support schema-on-read, data partitioning, and a variety of formats.
Data collaboration layer – Consists of data clean rooms where organizations can aggregate customer data from different marketing channels or lines of business, and combine it with first-party data to gain insights while enforcing security, anonymization, and compliance controls.
Activation layer – This layer integrates customer profiles with the organization. It can also integrate with third-party SaaS providers in the advertising and marketing industry, and is capable of enriching data sets for consumption.

Logical security and governance layer

The Security and Governance layer is responsible for providing mechanisms for access control, encryption, auditing, and data privacy. CDP platforms must securely organize and control the flow of customer event and attribute data. The CDP must manage data, regardless of ingestion method, to unify that data to unique customer profiles, centralizing audience segmentation, and forwarding data to your purpose-built data stores.

Privacy regulations, which often vary by region or country, make it necessary to focus on collecting only the vital data for your marketing efforts. The CDP must align to a standards-based security process. There must be procedures in place to audit data collection, follow least privilege data access, and avoid data silos.

A marketing CDP must include the following security and governance aspects:

Encryption at rest – Data must be persisted in encrypted format to protect it from unauthorized access.
Encryption in transit – To protect data in transit, encryption protocols such as TLS and certificates to create a secure HTTPS connection to make API requests.
Key management – Keys must be managed securely because they grant access to data.
Secrets management – Secrets, such as application passwords and login credentials, must be protected from unintended access.
Fine-grained access controls – Control data access to only those users that have the right to see the data.
Data archival – Users need to take advantage of storage tiers and data lifecycle policies, which automatically move data to lower cost tiers over time, based on expected access patterns.
Auditing – It is critical to monitor and record all activity within the environment with the goal of being able to analyze activity down to individual API call level.
Data masking – It is important to allow users the ability to automatically detect and optionally mask, substitute, or encrypt/decrypt Personally Identifiable Information (PII). This helps outputs of the CDP to comply with such standards as HIPAA and GDPR.
Compliance programs – Compliance frameworks such as SOC2, GDPR, CCPA, and others can be attested by tying together governance-focused, audit-friendly service features with applicable compliance or audit standards.

Conclusion: Using the CDP to better manage customers

In this post, we reviewed a logical CDP data architecture that addresses several complexities at scale, using a decoupled, component-driven architecture. The Data Analytics Lens can provide further guidance when designing, deploying, and architecting analytics solution workloads. In addition, ISVs should consider a serverless model for implementation, which helps optimize cost and scalability while reducing the required maintenance on the system.

Architecting near real-time personalized recommendations with Amazon Personalize

2022-11-14 Raghavarao Sodabathina

Post Syndicated from Raghavarao Sodabathina original https://aws.amazon.com/blogs/architecture/architecting-near-real-time-personalized-recommendations-with-amazon-personalize/

Delivering personalized customer experiences enables organizations to improve business outcomes such as acquiring and retaining customers, increasing engagement, driving efficiencies, and improving discoverability. Developing an in-house personalization solution can take a lot of time, which increases the time it takes for your business to launch new features and user experiences.

In this post, we show you how to architect near real-time personalized recommendations using Amazon Personalize and AWS purpose-built data services. We also discuss key considerations and best practices while building near real-time personalized recommendations.

Building personalized recommendations with Amazon Personalize

Amazon Personalize makes it easy for developers to build applications capable of delivering a wide array of personalization experiences, including specific product recommendations, personalized product re-ranking, and customized direct marketing.

Amazon Personalize provisions the necessary infrastructure and manages the entire machine learning (ML) pipeline, including processing the data, identifying features, using the most appropriate algorithms, and training, optimizing, and hosting the models. You receive results through an Application Programming Interface (API) and pay only for what you use, with no minimum fees or upfront commitments.

Figure 1 illustrates the comparison of Amazon Personalize with the ML lifecycle.

Figure 1. Machine learning lifecycle vs. Amazon Personalize

First, provide the user and items data to Amazon Personalize. In general, there are three steps for building near real-time recommendations with Amazon Personalize:

Data preparation: Preparing data is one of the prerequisites for building accurate ML models and analytics, and it is the most time-consuming part of an ML project. There are three types of data you use for modeling on Amazon Personalize:
- An Interactions data set captures the activity of your users, also known as events. Examples include items your users click on, purchase, or watch. The events you choose to send are dependent on your business domain. This data set has the strongest signal for personalization, and is the only mandatory data set.
- An Items data set includes details about your items, such as price point, category information, and other essential information from your catalog. This data set is optional, but very useful for scenarios such as recommending new items.
- A Users data set includes details about the users, such as their location, age, and other details.
Train the model with Amazon Personalize: Amazon Personalize provides recipes, based on common use cases for training models. A recipe is an Amazon Personalize algorithm prepared for a given use case. Refer to Amazon Personalize recipes for more details. The four types of recipes are:
- USER_PERSONALIZATION: Recommends items for a user from a catalog. This is often included on a landing page.
- RELATED_ITEM: Suggests items similar to a selected item on a detail page.
- PERSONALZIED_RANKING: Re-ranks a list of items for a user within a category or in within search results.
- USER_SEGMENTATION: Generates segments of users based on item input data. You can use this to create a targeted marketing campaign for particular products by brand.
Get near real-time recommendations: Once your model is trained, a private personalization model is hosted for you. You can then provide recommendations for your users through a private API.

Figure 2 illustrates a high-level overview of Amazon Personalize:

Figure 2. Building recommendations with Amazon Personalize

Near real-time personalized recommendations reference architecture

Figure 3 illustrates how to architect near real-time personalized recommendations using Amazon Personalize and AWS purpose-built data services.

Reference architecture for near real-time recommendations

Figure 3. Near real-time recommendations reference architecture

Architecture flow:

Data preparation: Start by creating a dataset group, schemas, and datasets representing your items, interactions, and user data.
Train the model: After importing your data, select the recipe matching your use case, and then create a solution to train a model by creating a solution version.
Once your solution version is ready, you can create a campaign for your solution version. You can create a campaign for every solution version that you want to use for near real-time recommendations.
In this example architecture, we’re just showing a single solution version and campaign. If you were building out multiple personalization use cases with different recipes, you could create multiple solution versions and campaigns from the same datasets.
Get near real-time recommendations: Once you have a campaign, you can integrate calls to the campaign in your application. This is where calls to the GetRecommendations or GetPersonalizedRanking APIs are made to request near real-time recommendations from Amazon Personalize.
- The approach you take to integrate recommendations into your application varies based on your architecture but it typically involves encapsulating recommendations in a microservice or AWS Lambda function that is called by your website or mobile application through a RESTful or GraphQL API interface.
- Near real-time recommendations support the ability to adapt to each user’s evolving interests. This is done by creating an event tracker in Amazon Personalize.
- An event tracker provides an endpoint that allows you to stream interactions that occur in your application back to Amazon Personalize in near real-time. You do this by using the PutEvents API.
- Again, the architectural details on how you integrate PutEvents into your application varies, but it typically involves collecting events using a JavaScript library in your website or a native library in your mobile apps, and making API calls to stream them to your backend. AWS provides the AWS Amplify framework that can be integrated into your web and mobile apps to handle this for you.
- In this example architecture, you can build an event collection pipeline using Amazon API Gateway, Amazon Kinesis Data Streams, and Lambda to receive and forward interactions to Amazon Personalize.
- The Event Tracker performs two primary functions. First, it persists all streamed interactions so they will be incorporated into future retraining of your model. This also how Amazon Personalize cold starts new users. When a new user visits your site, Amazon Personalize will recommend popular items. After you stream in an event or two, Amazon Personalize immediately starts adjusting recommendations.

Key considerations and best practices

For all use cases, your interactions data must have a minimum 1000 interaction records from users interacting with items in your catalog. These interactions can be from bulk imports, streamed events, or both, and a minimum 25 unique user IDs with at least two interactions for each.
Metadata fields (user or item) can be used for training, filters, or both.
Amazon Personalize supports the encryption of your imported data. You can specify a role allowing Amazon Personalize to use an AWS Key Management Service (AWS KMS) key to decrypt your data, or use the Amazon Simple Storage Service (Amazon S3) AES-256 server-side default encryption.
You can re-train Amazon Personalize deployments based on how much interaction data you generate on a daily basis. A good rule is to re-train your models once every week or two as needed.
You can apply business rules for personalized recommendations using filters. Refer to Filtering recommendations and user segments for more details.

Conclusion

In this post, we showed you how to build near real-time personalized recommendations using Amazon Personalize and AWS purpose-built data services. With the information in this post, you can now build your own personalized recommendations for your applications.

Read more and get started on building personalized recommendations on AWS:

Field Notes: Understanding Carrier Codes, Message Structure, and Interaction Analytics with Amazon Pinpoint

2021-10-27 Edward Schaefer

Post Syndicated from Edward Schaefer original https://aws.amazon.com/blogs/architecture/field-notes-understanding-carrier-codes-message-structure-and-interaction-analytics-with-amazon-pinpoint/

IT developers are frequently looking for an analytics system that tracks app user behavior and engagement with various marketing campaigns. It can be challenging to differentiate between use cases and advantages of utilizing Long Codes, Short Codes and Toll-Free numbers to feed into interaction analytics. With Amazon Pinpoint, developers can learn how each user prefers to engage and can personalize their end-user’s experience to increase engagement.

In this blog post, we’ll evaluate the differences between Long Codes, Short Codes and Toll-Free and we’ll also discuss messaging templates and creating journeys to customize events handling in Amazon Pinpoint.

Typical use cases of Amazon Pinpoint include:

Sending timely and targeted message to your customers promoting your products and services with basic templates or highly-personalized messages.
Event-based campaigns can be used to send a message when a customer creates a new account or when they add an item to their cart but don’t purchase it. These communications are transactional in nature and can be sent on customer activities within your application.
You can create customer outreach with millions in user communities and use built-in analytics to observe your campaign performance.

SMS messaging forms one of the most critical communication channels with customers. Both one way and two-way messaging are supported by Amazon Pinpoint when you enable the SMS channel in your project.

Architecture overview

The following diagram illustrates a typical architecture for how Pinpoint integrates with various AWS services.

Architecture outlining how Pinpoint intrgatios with various AWS services.

Long codes, short codes, and toll-free numbers

Dedicated long codes and 10DLC

A dedicated long code, also referred to as a long virtual number or LVN, is a standard phone number that contains up to 12 digits, depending on the country that it’s based in. You cannot request a long code for A2P messaging within the United States. Instead, you’ll need to request a 10DLC.

Typically used for customer service-related communications, long codes also allow businesses to establish consistent experiences. This is done by using the same number to send both SMS text messages as well as voice messages to customers.

In the United States, 10-digit long code (10DLC) numbers are designed specifically for high-volume Application-to-Person (A2P) messaging. Before purchasing a 10DLC, you must first register your company and create a campaign using the Amazon Pinpoint console. Since Jun 1, 2021, United States mobile carriers require 10DLC for A2P messages.

Common use cases: Customer service, appointment reminders, two-way communications, fraud, or emergency notifications (10DLC), promotional messaging (10DLC).

Advantages:

Customer Trust and Brand recognition: 10DLC and dedicated long codes are registered and dedicated to individual companies and campaigns. This means that if you send multiple messages to a recipient each message will appear to come from the same number.
SMS and Voice capable: Businesses can use the same long code numbers for both SMS and voice communications to provide consistent contact experiences to their customers.
High reliability and delivery rate (10DLC): 10DLC has been adopted by United States wireless carriers specifically for business messaging. By requiring a registration and pre-vetting process, wireless carriers can support higher message volumes and better deliverability while protecting consumers from potential abuse.
Low costs: 10DLC and dedicated long code numbers cost less than dedicate short codes.
Fast provisioning: Dedicated long codes are typically provisioned within 24-hours. 10DLC numbers are provisioned in about 1 week. These timelines are much shorter than the 10+ weeks needed for short code provisioning.

Disadvantages:

Carrier specific limits (10DLC): United States mobile carriers have announced varying throughput and volume limits depending on the tier assigned to your company. This can make planning more difficult. See 10DLC capabilities for an outline of carrier-specific limits.
Limited Throughput (Long Codes): Mobile carriers limit the throughput rate of dedicated long codes to 1 message part per second (MPS) in Canada and 10 MPS in all other countries and regions. This creates a bottleneck when messaging thousands of recipients.
Transactional messaging only (Long Codes): Mobile carriers prohibit the use of long codes for promotional or marketing messages. Violations could cause carriers to block messages, impose fines, or shut down service.
Difficult to remember: Compared to 5-digit to 6-digit short codes, 10-digit numbers are more difficult for customers to remember and to enter into their devices.

Toll-free numbers

Similar to dedicated long codes, toll-free numbers are 10-digit phone numbers beginning with one of the following area codes: 800, 888, 877, 866, 855, 844, or 833. Toll-free numbers are primarily used for transactional messages but they can be used promotional messaging if recipients opt-in to receiving messages and the opt-out rate is low.

Common use cases: Customer service, appointment reminders, two-way communications, fraud or emergency notifications.

Advantages:

SMS and Voice capable: Businesses can use the same toll-free numbers for both SMS and voice communications to provide consistent contact experiences to their customers.
Low costs: Like 10DLC and dedicated long code numbers, toll-free numbers cost significantly less than dedicate short codes.
Fast Provisioning: Typically, toll-free numbers are available immediately after request submission.

Disadvantages:

Supported in United States Only: Currently Amazon Pinpoint only supports SMS-enabled toll-free numbers in the United States. A toll-free number cannot be used to send messages outside of the US.
Limited Throughput: Mobile carriers limit the throughput rate of toll-free numbers to 3 MPS.

Dedicated short codes

Dedicated short codes are 3-digit to 8-digit numbers are commonly used for high-throughput application-to-person (A2P) messaging workloads. Mobile carriers review and approve all new short code requests before making them active. This vetting process allows messages sent using short codes to bypass carrier filters.

Common use-cases: Promotional messaging, emergency alert systems, mass communications, contest and voting submissions, and two-factor authentication.

Advantages:

High-throughput and high-volume messaging: Short codes are designed to be used for high volume messaging campaigns. The vetting and approval process required before activating short codes allows carriers to provide increased MPS throughput and daily message volume quotas while still protecting consumers from abuse.
High reliability and delivery rate: Due to the lengthy approval and audit process required to acquire a dedicated short code, short codes are not subject to carrier filtering resulting in reliable message delivery.
Easy to remember: Short codes are commonly 5–6 digits in length. This short length allows users to easily recognize and remember codes, increasing campaign effectiveness.

Disadvantages:

Lengthy Provisioning Time: It can take 8–12 weeks for short codes to become active on all carrier networks.
High Cost: Short code numbers have high one-time setup and monthly fees compared to other originating identities. For example, in the United States, there’s a $650 one-time setup fee plus an additional recurring charge of $995.00 per month for each short code.
Strict rules and regulations: Short codes are governed by different regulatory bodies depending on the country and region. For example, in the United States short codes are regulated by the Federal Communications Commission (FCC), Federal Trade Commission (FTC), and Cellular Telecommunications Industry Association (CTIA). Review Best Practices to learn about the key SMS messaging laws around the world.

	Number type	Number format	Channel support	Two-way capable	Requires registration	Estimated Provisioning time	SMS throughput (message segments per-second)²	Pricing³
1	Long Code/10DLC	10DLC: 10 digits Long Codes: up to 12 digits	SMS Voice	Yes*	Yes	1 week	United States (US): Varies¹ Canada (CA): 1 MPS All other countries and regions: 10 MPS	$1/mo + registration
2	Short code	3–8 digits	SMS	Yes*	Yes	United States (US): 12 weeks Canada (CA): 16 weeks All other countries and regions: Varies	United States (US) 100 MPS Canada (CA): 100 MPS All other countries and regions: Varies by country	United States (US): $650 setup + $995/mo Canada (CA): $3,000 setup + $995/mo All other countries and regions: Varies
3	Toll-free	10 digits	SMS Voice	Yes*	No	Available immediately	United States (US): 3 MPS Canada (CA): N/A All other countries and regions: N/A	$2/mo

¹ https://docs.aws.amazon.com/pinpoint/latest/userguide/settings-10dlc.html
² https://docs.aws.amazon.com/pinpoint/latest/userguide/channels-sms-limitations-characters.html
³ https://aws.amazon.com/pinpoint/pricing/#Numbers

*visit Supported countries and regions (SMS channel) to check the SMS capabilities in your recipients’ countries.

Message templates

When you start using Amazon Pinpoint, you’ll want to think about your message templates. These templates are the context of your messages and can be used for any of the four supported messaging channels–SMS, Voice, Push Notifications, and Voice.

When creating your templates, you can use custom attributes that you imported when building your segment. We won’t be going into building your segments as that’s covered in Building segments.

We’ll outline how to create a template for SMS messages as that’s focus for this blog post. The first section we have to fill out is our template details. You can access template creation page by navigating to the Message templates section in the left ‘hamburger’ menu when on the pinpoint service page.

Here you’ll start by naming your template and giving this initial version a description. A sample format you can follow for naming your template names is channel_message-type_segment_target-campaign. For our example we’ll be using the name SMS_Transactional_NEUSA-Customers_WelcomeNewCustomer.

Next, we’ll build our template. We open the attribute finder by clicking on ‘Case attribute finder’ on the top right of that section and then loading our “Custom Attributes.”

When writing your message templates, you need to think through how these are perceived by the reader and if any words or phrases appear to be a spam message. We’ll examine what makes a message to appear like spam in the next section as we cover message structure.

Visit the documentation to learn the latest guidance on templates.

Message structure

The key part of building an Amazon Pinpoint template is the message.

First, there are a few components that make up your SMS message; the greeting, body, and closing. We’ll start with the greeting section as this is the first thing our recipients will read. When you build out your campaign in Amazon Pinpoint, more on Amazon Pinpoint campaigns by visiting Amazon Pinpoint campaigns, you choose the type of message you’ll be sending. This is one of the reasons why our naming convention contains “message-type” portion. You choose between Transactional or Promotional Messages.

When sending out promotional messages you’ll want to avoid directly addressing the person by name in the greeting.

The reason for this is when sending out promotional messages they are traditionally sent in bulk through various carriers around the world. Therefore, using the recipient’s name in the greeting could be viewed as a targeted spam message and something you should avoid when creating templates for your promotional messages. Instead consider using your company name for the greeting as this quickly tells readers who the message is from upfront.

Transactional messages have a bit more leeway when it comes to the greeting section and the recipient’s name can be used, with some caveats. You’ll still want to avoid using language that indicates spam, for example, punctuation like “Hi Bob-” or “Greetings Jane!” and instead greet your customers with a purpose “Bob’s order record:” or “Jane: Account Update”. Otherwise, you can leave out the name all together or substitute it with your company name. The goal with the greeting in a transactional message is to give the user an idea what the message is about.

Now that we have an idea of our greeting, we move onto the body which will contain the context of your message and any links or data you may want to pass on to the customer. Let’s start off with introducing randomness and taking advantage of the “Attributes Finder” panel we enabled earlier. We can use attributes for common things like the customer’s name, account identifier, payment due, city, or any other information we may have on the recipient as part of our segment for our template as well.

If a URL is needed for the user to perform some action once they receive that message, this is an easy way to achieve randomness. We’ll want each URL to be unique which we can do by using a URL shortener like the one described by Eric Johnson @ https://aws.amazon.com/blogs/compute/building-a-serverless-url-shortener-app-without-lambda-part-1/. Other options to add uniqueness to our message might be a timestamp with the seconds, an anti-phishing phrase, city or zip-code, or any other unique information that’s ideally not something personally identifiable.

In the example below, we’ve used the following template:

[Attributes.CompanyName] Purchase the items today and receive
[Attributes.DiscountAmount] of your next order. Visit
[Attributes.ShortURL] to checkout and complete your order.

When messages are sent that use this template, Amazon Pinpoint will use the custom attributes provided in the segment data to populate the custom fields.

Proactive interactions

When sending messages to customers, it’s important to think about how to handle certain events that may come back from a message sent to a customer. These include common events such as a customer opting out of messages or a message failure. We’ll start by handling opt-outs as this is a common one and sometimes unintentional.

In the below screenshot, we’ve setup a Amazon Pinpoint journey (for more information about journeys, visit Amazon Pinpoint journeys to take actions based a customer’s response to a message. If the customer responds back to the message with “stop”, we’ve setup the yes/no split to invoke a Lambda function and send the customer an email. In this case our email may include a message like “You have opted out of SMS messaging, if this was unintentional, please visit your account to reactivate.”

We invoke a Lambda function to update the customer record with their SMS status. On the customer portal, you could then have a button next to the SMS status, that when clicked, calls the appropriate APIs to opt-in the customer. Another way to achieve this is to validate phone number using Pinpoint’s validation API even before the page loads and then show the same button the customer.

Another common scenario are message failures, which we can address in the same manner. Our journey is configured with the same entry, SMS send, and yes/no split. However, this time we evaluate if the message failed, and if it does, we send an email to the customer. Similar to opt-outs, we can use a Lambda trigger to update the customer database and then prompt the user to update their phone number. This scenario is commonly caused when phone numbers are incorrect or entered in wrong format. So, a great way to reduce errors is to validate the phone number after the customer enters it in (more information about how to validate numbers in Amazon Pinpoint can be found in the Developer Guide)

The following flow shows a typical Pinpoint journey and integration with your application backend.

Diagram showing Journeys workflow

Conclusion

In this blog post, we showed you how to use features of Amazon Pinpoint like templates, and then journeys, to automatically resolve failed messages, opt-outs, and other events. We also reviewed the various types of phone number options available in Amazon Pinpoint, as well as how to monitor your usage.

From here, navigate to the console, setup your project in Amazon Pinpoint, and begin testing the various channels. We recommend watching a video on building immersive experiences with Amazon Pinpoint and Journeys. We have only just begun showing you what is possible with Amazon Pinpoint today.

Field Notes provides hands-on technical guidance from AWS Solutions Architects, consultants, and technical account managers, based on their experiences in the field solving real-world business problems for customers.

Introduction

The Challenge with Content Generation in Marketing

Content Generation

Content Personalization

Content Distribution

The Solution In Action

Use Case 1: Banking/Financial Services Industry

Use Case 2: Travel & Hospitality

Setup instructions

Conclusion

Call to Action

About the Authors

Tristan (Tri) Nguyen

Philipp Kaindl

Bruno Giorgini

Use case overview

Prepare data tables with Experian IDs, load data to Amazon S3, and catalog data with AWS Glue

Associate the configured tables, define analysis rules, and collaborate with privacy enhancing controls

Use AWS Clean Rooms to validate the query matches the analysis rule type, expected query structure, and columns and tables defined in the analysis rule

Conclusion

About the Authors

Introduction

What is Generative AI?

What do Generative AI buzzwords mean?

What are the problems with generative AI and marketing?

How can I use generative AI in marketing communications?

Overview of Relevant AWS Services

How to build Generative AI into marketing communications

A Sample Generative AI Use Case in Marketing Communications

Conclusion

Get started with Generative AI in marketing communications

About the Author

Tristan (Tri) Nguyen

Serverless implementation of a CDP on AWS

Serverless implementation for ingestion

Serverless storage implementation

Serverless cataloging implementation

Serverless processing

Serverless implementation for consumption

Serverless implementation for governance

Conclusion

Further reading

Marketing CDP logical architecture

CDP components

Logical ingestion layer

Logical storage layer

Logical cataloging layer

Logical processing layer

Logical consumption layer

Logical security and governance layer

Conclusion: Using the CDP to better manage customers

Building personalized recommendations with Amazon Personalize

Near real-time personalized recommendations reference architecture

Key considerations and best practices

Conclusion

Architecture overview

Long codes, short codes, and toll-free numbers

Dedicated long codes and 10DLC

Toll-free numbers

Dedicated short codes

Message templates

Message structure

Proactive interactions

Conclusion

Field Notes provides hands-on technical guidance from AWS Solutions Architects, consultants, and technical account managers, based on their experiences in the field solving real-world business problems for customers.

The collective thoughts of the interwebz