Most organizations are already doing some form of omnichannel marketing using disparate 3rd applications and on-prem data stores. Amazon employs a combination of homegrown tools they’ve developed over the years, and they’ve made some of those tools available via Amazon Web Services for anyone to use. Today I’m going to focus on using your historical customer marketing and purchase history to power a recommendation engine called Amazon Personalize that can auto-populate product recommendations in customized emails using Amazon Pinpoint. You can create dynamic audience segments in Pinpoint based on demographic data, behaviors, and custom attributes. If you already have a solution for managing your customer lists you can import an audience from another tool such as a Customer Data Platform (CDP) like Tealium, Segment, or mParticle.
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