Title

AWS re:Invent 2023 - How Scuderia Ferrari and Dynata improved engagement with ML (BIZ209)

Summary

Chris Sampson from Amazon Web Communication Services Group introduced AWS communication services like Pinpoint, SES, SNS, Wicker, and Chime SDK, which are used globally for notifications, OTPs, and more.
He emphasized the importance of building a communication hub with mass messaging, dynamic segmentation, downstream traffic analysis, and personalization through ML.
Scuderia Ferrari presented their ML-powered fan engagement app, which uses Amazon Personalize for tailored content delivery.
Ferrari's backend and integrated system manager described their iterative approach to optimizing ML models for personalization, emphasizing data quality and hyperparameter tuning.
Dynata, a market research company, shared their journey of improving survey engagement through email personalization using AWS Pinpoint and Amazon Personalize, focusing on visibility, data collection, and problem definition.

AWS communication services are integral to many companies' global operations, providing secure and scalable messaging solutions.
Building a modern communication hub requires a unified data highway for input and output to ML models, allowing for personalized customer engagement across preferred channels.
Scuderia Ferrari's use of Amazon Personalize demonstrates the power of ML in enhancing user experience and engagement in the sports industry.
Dynata's phased approach to adopting AWS services and integrating ML for email personalization highlights the importance of visibility, data collection, and defining the problem correctly for successful ML implementation.
The case studies presented show that ML can significantly improve customer engagement and satisfaction when properly integrated with existing systems and data.