Achieve personalization at scale using Amazon Redshift and Twilio (AIM265)
Achieving Personalization at Scale with Amazon Redshift and Twilio
Introduction
The speakers are Robin Grel, VP of Product for Twilio Segment, and Asha Chakraborty, VP of Product for Twilio Builder Experiences.
The session aims to explore the challenges of building personalization at scale and discuss the core pillars for achieving it.
The Importance of Personalization
Companies that excel at personalization generate 40% more revenue than those that don't.
However, less than half of companies think they're doing a good job at personalization, and only 15% of customers agree.
Businesses are pouring billions of dollars into solving this problem, but it remains a significant challenge.
The Three Pillars of Personalization at Scale
1. Contextual Data
Contextual data includes objective data (e.g., name, address, purchase history), behavioral data (e.g., website/app usage), and conversational data (e.g., phone calls, emails).
Unified customer profiles, enabled by a Customer Data Platform (CDP) like Twilio Segment, are crucial for delivering personalized experiences.
2. Communications
Reaching customers on their preferred channels (e.g., email, SMS, voice) at the right time is essential for personalization.
Challenges include global scale, throughput, compliance, disconnected teams and channels, and real-time preference changes.
Twilio's solutions aim to deliver seamless, integrated experiences across channels and teams.
3. Trusted AI
AI is an enabler of personalization, not a strategy on its own.
Pairing AI with great data and communication tools allows for more seamless personalization and automation.
However, only 15% of companies are able to realize the benefits of AI, often due to a lack of foundational data and communication capabilities.
Bringing it to Life: A Demo
The demo showcases how Twilio and AWS can be used to build a personalization at scale architecture.
It includes features like:
Identity resolution and unified customer profiles
AI-powered virtual agent with access to customer context
Seamless handoff to a live agent with full customer context
Leveraging Twilio and AWS services (e.g., Redshift, Personalize) to power personalization
Real-World Examples
Matt Meritello, VP of Engineering at The Skimm, shares how the company uses personalization to delight its 16 million users across email, mobile, and podcasts.
Monasy Jaganatha, Head of Strategic Partnerships at AWS, discusses common customer requests around breaking down data silos, leveraging innovation across the stack, and ensuring end-to-end security and privacy.
Conclusion
The session highlights the key pillars of achieving personalization at scale: contextual data, communications, and trusted AI.
Twilio and AWS provide solutions to help businesses address these challenges and deliver personalized experiences to their customers.
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