Understanding customer behavior and developing optimal campaigns

[ishanijerin1]

In this session, we explained the challenges of digital marketing and the latest advertising and marketing technology solutions provided by AWS (as of October 2024). One
of the challenges of digital marketing is the difficulty of targeting accuracy and privacy considerations when deepening understanding of customer behavior and sending campaign information accurately to specific segments, due to the influence of recent regulations on the advantages of line database third-party cookies. As solutions to solve these challenges, we explained the differences between Amazon Marketing Cloud provided by Amazon Ads, and AWS Clean Rooms and AWS Entity Resolution provided by AWS, as well as an overview of the services. In particular, we introduced specific use cases that can be realized by combining the services of AWS Clean Rooms and AWS Entity Resolution, and the latest updates of each service (as of October 2024). We also introduced
a use case of creating user profiles using generative AI, and how to use AWS Entity Resolution to achieve preprocessing (ID matching) for matching Japanese data, which is often a challenge in actual operations.

Session 3. Marketing transformation in the cookieless era with AWS


Hiroyuki Suzuki, Senior Solution Architect, Communications Solutions Division 3, Communications Group, Strategic Industry Technology Division, Technology Headquarters, Amazon Web Services Japan, LLC