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.

Your Digital Journey deserves a great story.

Build one with us.

Cookies Icon

These cookies are used to collect information about how you interact with this website and allow us to remember you. We use this information to improve and customize your browsing experience, as well as for analytics.

If you decline, your information won’t be tracked when you visit this website. A single cookie will be used in your browser to remember your preference.

Talk to us