engaging your audience with mobile push notifications - gdc 2014

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Engage Your Customers with SNS Mobile Push and Amazon Analytics March 18, 2014 Jon Turow Michael Pesce

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Mobile push notifications are a fast and universal way to engage and retain players. Amazon Simple Notification Service (SNS) provides one simple API for fast, reliable, scalable, inexpensive push notifications to Apple, Google, and FireOS devices. Customers have seen up to a 100% increase in player engagement, and have reduced cost by 60%, with Amazon SNS. In this session we'll cover how to use Amazon SNS to publish cross-platform notifications and then, architectures and techniques for utilizing game data to send the right message, to the right player, at the right time.

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Page 1: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Engage Your Customers

with SNS Mobile Push

and Amazon Analytics

March 18, 2014

Jon Turow

Michael Pesce

Page 4: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Mobile push notifications engage customers when your app

is not currently active.

Page 5: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Mobile push notifications engage customers when your app

is not currently active.

• Right message

• Right user

• Right time

Page 6: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

• Analytics and Targeting for Better Customer Engagement

Page 7: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Mobile push notifications engage customers when your app

is not currently active.

• Users opt-in to receive them

• Delivered to a specific app

on a specific device

• Short messages: read, ignore, or

acknowledge to launch the app

Page 8: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Push notifications drive user engagement

“Some of us have very busy lives and can’t

be checking the game 24/7. It would be great

to get a notification when a challenge starts.”

- Plumbee gaming customer

Page 9: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Some Use Cases

Broadcast Direct Closed Loop

Identical messages to

many players at once

Unique messages to

individual players

Targeted and optimized

with analytics

Page 10: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Some Use Cases

Broadcast Direct Closed Loop

Identical messages to

many players at once

Unique messages to

individual players

Targeted and optimized

with analytics

Page 11: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Broadcast Push Notification Use Cases

• New features/content/games

• Promotion start/ends/redemption

• Active players (active in 7 days)

• Newly inactive players

• Segmentation (geo, spend, others..)

Page 12: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Broadcast Push Notification Use Cases

• “New episode available now!”

• “Halloween challenge starts today.”

• “Keep the streak going.”

• “Smokey the bear misses you!”

• “New Jetpack, on sale today!”

Page 13: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Some Use Cases

Broadcast Closed Loop

Identical messages to

many players at once

Targeted and optimized

with analytics

Direct

Unique messages to

individual players

Page 14: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Direct Push Notification Use Cases

• Messaging

• Turn-based activities

• Events

• User lifecycle

• Administrative

Page 15: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Direct Push Notification Use Cases

• “Jon invited you to a game.”

• “It’s your turn to play.”

• “You now have full lives.”

• “Welcome to the game!”

• “Your subscription is ending.”

Page 16: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Some Use Cases

Broadcast

Identical messages to

many players at once

Direct

Unique messages to

individual players

Closed Loop

Targeted and optimized

with analytics

Page 17: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Closed Loop Push Notification Use Cases

• Broadcast push notifications

• Direct push notifications

Page 18: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Closed Loop Push Notification Use Cases

• Different messages

• Different frequencies

• Different segments

• Different times of day

• Different points in the lifecycle

Page 19: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Some Use Cases

Broadcast Direct Closed Loop

Identical messages to

many players at once

Unique messages to

individual players

Targeted and optimized

with analytics

Page 20: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Consider push notifications as calls-to-action: what

messages will most effectively reengage your players?

Page 21: Engaging Your Audience with Mobile Push Notifications - GDC 2014
Page 22: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Mirrorball Slots - Mobile

Page 23: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Mirrorball Slots - Challenges

Page 24: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Mirrorball Slots - Challenges

Push 1:

Initial Offer

Push 2:

Final Offer

Push 3:

Offer Redemption

Page 25: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Push notifications drive user engagement

Without Push With Push

Real User Engagement Comparison

Initial Offer

Final Offer

Offer Redemption Day

Page 26: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

• Analytics and Targeting for Better Customer Engagement

Page 27: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Your cloud application directs mobile push notifications to

a specific app on a specific device

Cloud App Mobile Apps

Page 28: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Notifications are delivered via platform-specific push

services, which keep connections with their devices.

Cloud App Mobile Apps

Platform

Service

Page 29: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Developers manage tokens for each device, and must

proactively swap or disable them based on feedback.

Platform

Service

Token Registration

Token

Feedback

Page 30: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Each platform-specific push service works differently.

Apple APNS

Google GCM

Amazon ADM

• Different APIs

• Different Features

• Different Feedback

Page 31: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Push notifications get even more complex as you scale to

support millions of devices.

Cloud App

Platform Services Mobile Apps

Page 32: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Developers build custom intermediaries to abstract platform-

specific APIs and manage tokens for millions of apps.

Mobile Apps Push Intermediary

Page 33: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Developers build custom intermediaries to abstract platform-

specific APIs and manage tokens for millions of apps.

Abstraction so your app

can engage users on

any platform

Manage tokens to

ensure messages are

delivered reliably

Operational complexity

Scalability takes work

Cost – even though the

platform services

themselves are free

Page 34: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Amazon SNS Mobile Push is a managed, scalable, cross-

platform push intermediary service.

Amazon SNS

Mobile Push

Apple Devices

Google Devices

Amazon Kindle Fire Devices

Page 35: Engaging Your Audience with Mobile Push Notifications - GDC 2014

SNS offers easy scalability, so you can just start sending

more messages as your app achieves scale.

• Go from a few messages to hundreds of millions

• Go from a few devices to hundreds of millions

...without provisioning, configuring or managing

...without sacrificing reliable, durable delivery

Page 36: Engaging Your Audience with Mobile Push Notifications - GDC 2014

You can get started for free.

1 Million Free per Month • 1 million publishes + 1 million mobile push notifications

$1.00 per Million Thereafter • $0.50 per million publishes + $0.50 per million mobile push deliveries

• When you broadcast with SNS Topics, your effective price can be lower

Page 37: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

• Analytics and Targeting for Better Customer Engagement

Page 38: Engaging Your Audience with Mobile Push Notifications - GDC 2014

SNS publishes notifications on your behalf using the

credentials you obtain from each push service.

Apple APNS

Google GCM

Amazon ADM

Amazon SNS

Mobile Push

Page 39: Engaging Your Audience with Mobile Push Notifications - GDC 2014

SNS encapsulates each device token inside an Amazon

Resource Name (ARN) endpoint.

Apple APNS

Google GCM

Amazon ADM

Amazon SNS

Mobile Push

ARN 1

Token A

ARN 2

Token B

ARN 3

Token C

Page 40: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Once you register a device with SNS, SNS proactively consumes

feedback about the corresponding token from the push service.

Amazon SNS

Mobile Push Token

Registration

Token

Feedback

Cloud App

You can access

the underlying

tokens and

feedback, but you

don’t have to do

so in order to use

SNS.

Page 41: Engaging Your Audience with Mobile Push Notifications - GDC 2014

ARN endpoints remain stable, even if the underlying token

is swapped or disabled.

Apple APNS

Google GCM

Amazon ADM

Amazon SNS

Mobile Push

ARN 1

Token A

ARN 2

Token B

ARN 3

Token C

Token X

Token Y

Page 42: Engaging Your Audience with Mobile Push Notifications - GDC 2014

ARN endpoints behave the same no matter which mobile

platform they address.

Amazon SNS

Mobile Push

ARN 1

Token A

ARN 2

Token B

ARN 3

Token C

Page 43: Engaging Your Audience with Mobile Push Notifications - GDC 2014

You can publish unique messages to individual devices, or

broadcast identical messages to many devices at once.

Publish

Publish

Publish

Publish

Direct Publishing Broadcast with SNS Topics

Page 44: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Grouping users by SNS Topic

Geography Activity Product

US – West Coast Daily Actives Flapping Bird Rio

Interest Tier Segment

49ers Premium Top 100 Players

Page 45: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Apple

Kindle

Fire

Kindle

Fire

Google

Publish

Apple

Kindle

Fire

Kindle

Fire

Google

Publish

SNS can reformat your message for each mobile platform,

or you can specify platform-specific payloads.

Publish Once, Deliver Anywhere Specify Platform-Specific Payloads

Page 46: Engaging Your Audience with Mobile Push Notifications - GDC 2014

So let’s get started.

Page 47: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 1: Write your mobile app

• Use the mobile app platform’s

push notification libraries as you

normally would.

Page 48: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 2: Obtain Application Prerequisites

• APNs:

• Apple Push Notification service SSL certificate

• Application Private Key

• GCM:

• API Key (Sender Auth Token)

• ADM:

• Client ID

• Client secret

Page 49: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 3: Register Your Mobile App with AWS

Amazon SNS

Mobile Push

Page 50: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 4: Obtain a Token/Registration ID from the device

• APNs:

• Device Token

• GCM:

• Registration ID

• ADM:

• Registration ID

Cloud

App

<e960d9b1…de43f6c0>

Page 51: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 5: Add Token/Registration ID to Amazon SNS

• For existing devices

• Use the console for .csv import

• Or use CreatePlatformEndpoint API

• For future devices

• Use a proxy server and the CreatePlatformEndpoint API

• Or use the AWS token vending service and let devices register themselves

• Receive an ARN back

Amazon SNS

Mobile Push

Cloud

App

<e

96

0d

9b

1…

de

43

f6c0

>

arn:aws:sns:eu-west-1:12…1f

Page 52: Engaging Your Audience with Mobile Push Notifications - GDC 2014

private String getArnForDeviceEndpoint(

String platformApplicationArn,

String deviceToken) {

CreatePlatformEndpointRequest request =

new CreatePlatformEndpointRequest()

.withPlatformApplicationArn(platformApplicationArn)

.withToken(deviceToken);

CreatePlatformEndpointResult result =

snsClient.createPlatformEndpoint(request);

return result.getEndpointArn();

}

Device Registration – Code example

Page 53: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 6a: Send Push Notifications via the Console

Hello world!

Page 54: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 6b: Send Push Notifications via the API

MyMac:~ glez$ python

Python 2.7.2 (default, Oct 11 2012, 20:14:37)

[GCC 4.2.1 Compatible Apple Clang 4.0 (tags/Apple/clang-418.0.60)] on darwin

Type "help", "copyright", "credits" or "license" for more information.

>>> import boto

>>> import boto.sns

>>> boto.sns.connect_to_region("eu-west-1").publish(

... message="Hello world!",

... target_arn="arn:aws:sns:eu-west-1:979463966312:endpoint/APNS_SANDBOX/Push2reInvent/fc1234a1-67ef-4f62-b31a-ac320bf7631f")

{u'PublishResponse': {u'PublishResult': {u'MessageId': u'1893fa9d-7478-5137-be1d-b06928d999d0'}, u'ResponseMetadata': {u'RequestId': u'c3c26267-92af-50b3-b529-2893ce0e4854'}}}

>>>

Page 55: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Step 7: Receive and Close the Loop

Page 56: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Demo

Page 57: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Discussion Topics

• Engaging Your Users with Push Notifications

• Quick Intro to Mobile Push and Simple Notification Service (SNS)

• Getting Started with SNS

• Analytics and Targeting for Better Customer Engagement

Page 58: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Amazon offers mobile Analytics and A/B Testing

services.

• Amazon Analytics – Simple, free, cross-platform mobile analytics

• Amazon A/B Testing – A free, cross-platform way to run in-game

experiments

Page 59: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Analytics

Page 60: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Analytics - Tabs

Page 61: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Analytics – Dashboard

Page 62: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Analytics – Details

Page 63: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Analytics – Custom Events

Page 64: Engaging Your Audience with Mobile Push Notifications - GDC 2014

A/B Testing Experiment Dashboard

Page 65: Engaging Your Audience with Mobile Push Notifications - GDC 2014

A/B Testing Experiment Dashboard

Page 66: Engaging Your Audience with Mobile Push Notifications - GDC 2014

A/B Testing Experiment Dashboard

Page 67: Engaging Your Audience with Mobile Push Notifications - GDC 2014

What are some questions to ask about Push

Notifications?

• How many of my push notifications result in app

opens?

• Are users who I send push notifications doing X

more often?

• Are there differences between users that opt in

or out of push notifications?

Page 68: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 1: How many of my push notifications

result in app opens?

• Simple!

• Two Steps 1. Create custom event that is recorded any time your game is

opened from a push notification

2. Check dashboard for rolled up data

Page 69: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 1: Sample Analytics code (iOS)

• Import SDK #import <AmazonInsightsSDK/AmazonInsightsSDK.h>

• Initialize AIAmazonInsights* insights = [AIAmazonInsights insightsWithCredentials: credentials];

• Record a custom event when app is launched

from a push notification id<AIEventClient> eventClient = insights.eventClient;

id<AIEvent> appLaunchFromPush = [eventClient createEventWithEventType:@"appLaunchFromPush"];

[eventClient recordEvent: appLaunchFromPush];

Page 70: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 1: Sample Analytics results

Page 71: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Demo

Page 72: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Are there differences between users that

receive push notifications and those that don’t?

• A bit more involved

• 6 Steps: 1. Create an A/B Test and a target Segment

2. Create custom events to support the test and deploy game

3. Start the A/B test

4. Filter push notifications to those in the test group

5. Send push notifications

6. Check dashboard for results

Page 73: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 74: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 75: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 76: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 77: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 78: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 79: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 80: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 81: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Sample A/B Test setup

Page 82: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: Event Code

• Create 2 custom events to support the A/B Test 1. “appLaunched”

2. “IAPEvent”

• Send notifications to the variation group – Flag the endpoint for each player that receives the

“sendPushNotifications”=“true” variation

– Send push notifications to this group

Page 83: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Example 2: A/B Test results

Page 84: Engaging Your Audience with Mobile Push Notifications - GDC 2014

More Advanced Targeting and Analytics

Amazon

Redshift

Amazon

DynamoDB

Amazon

S3

Simply and cost

effectively analyze all

your data for <$1k/TB/yr

Serve any level of

traffic with single-digit

millisecond latency

Store and retrieve any

amount of data, at any

time, from any device

Page 85: Engaging Your Audience with Mobile Push Notifications - GDC 2014

Amazon SNS

Mobile Push

Quick Review:

• Cross-platform push to Apple, Google and Amazon

• 1m free per month, and $1.00 per million thereafter

• Seamless scalability with durable, reliable deliveries

• Easy token management

For More Information:

• SNS Detail Page and Docs: http://amzn.to/179ee7r

• Getting Started + Sample Apps: http://amzn.to/15rs1DV

• Email: [email protected]