nt customer preferences, use Amazon Pinpoint to reliably deliver operational communications over channels like email, SMS, push, voice, or in-app messaging. Amazon Pinpoint also systematically stores all interactions, along with delivery status for tracking. Use Amazon Personalize to create segmentations, target lists, and personalized offers by using the data in the data lake. Use Amazon Pinpoint to deliver these offers to the customers based on customers preferences. These systems also record all the offers and the customer interactions so they can be used for refining the offers. Improve the effectiveness of the personalization by using master data management (MDM) integration. Lodging customers can extend the capability by adding additional domains such as POS and survey systems. This allows for creating personalized offers and on-property notifications and communication. Customers can also fine-tune the survey questions and interactions based on service disruptions. Lodging customers can create new AI/ML models for customer lifetime value, segmentation, and specialized offers by using Amazon SageMaker and the raw and curated data readily available in the data lakes. 5 systems of record •property owner relationship mgmt. system •central reservation system •property mgmt. systems •property points of sale (POS) • loyalty •booking engine • surveys system •demographic data •address data external data AWS Cloud Amazon Simple Storage Service (Amazon S3) • demographic data • address data • property data • loyalty transactions • shopping, regrets, denials, abandoned • surveys staging • reservations • stays • folios • ancillaries • property purchases • loyalty membership JSON • property data • reservations • stays & folios • ancillaries and purchases • loyalty membership • surveys Parquet • customer segmentation and propensity • customer life time value • customer revenue index • customer service index • shopping data insights reportable data sets batch ingestion transform AWS Data Exchange AWS Transfer Family AWS Glue Amazon EMR AWS Glue Data Catalog events Amazon DynamoDB customer 360 data Amazon Athena Amazon SageMaker customer analysis AWS Fargate AWS Lambda transformations events Amazon Redshift customer data marts API clients AWS Step Functions microservices published customer events property systems and other subscribers dashboard users 4 customer events master data management (MDM) MDM user interface MDM events © 2022, Amazon Web Services, Inc. or its affiliates. All rights reserved. AWS Reference Architecture Amazon Kinesis data events 5 • campaigns • pinpoint interactions interactions customer insights Amazon API Gateway Amazon Personalize AWS Step Functions complex event processing customer notifications •phone •email •messaging •mobile customer service apps •customer service dashboard •customer website •mobile customer apps 1 3 change stream L
