Course Description:

This is an introductory course for the Amazon Pinpoint service. In this course, we are going to introduce some important terminology such as instrumentation, A/B testing, holdout testing, and funnel analytics. Then we will discuss the Amazon Pinpoint service and its features. We will talk about the benefits of the service. Next, we will talk about why we would use the Amazon Pinpoint service. And then, we will discuss how to locate the Pinpoint service in the AWS console and describe the basic steps for setting it up. Finally, we will discuss a use case scenario for the Amazon Pinpoint service.

Intended audience:

This is a beginner level course intended for anyone who is interested in learning the basics about the Amazon Pinpoint service. Before attending this course, you may want to attend the “Benefits of Cloud Computing," and “Fundamentals of AWS” Learning Paths, or attend the “What is Cloud Computing?” and “Technical Fundamentals of AWS” courses. While these are not required to attend this course, they include helpful concepts that might make the content of this course a little easier to understand.

Learning objectives:

  • Describe the features and benefits of the Amazon Pinpoint service.
  • Explain when to use the Amazon Pinpoint service.
  • Locate the Pinpoint service option in the AWS console and discuss how to configure it.
  • And give examples of use case scenarios for the Amazon Pinpoint service.

This Course Includes:

  • AWS Pinpoint service overview
  • AWS Pinpoint service use-case scenario

What You'll Learn:

  • Course Intro: What to expect from this course.
  • Course Terminology: Definition of terms related to the Pinpoint service.
  • Pinpoint Service Overview: An overview of the Pinpoint service including features and benefits of the service.
  • Using the Service: A use-case scenario for the Pinpoint service.
  • Course Summary: A summary of what was learned in the course.



Before we get started on our discussion of the Amazon Pinpoint service, we need to introduce some important concepts related to that technology.

Most programmers are probably familiar with the concepts of instrumentation, but may not be familiar with what that term means. The term instrumentation, when used in reference to computer programming, is used to describe code added for monitoring and measuring the performance of a product. It also involves code added for writing trace information to logs, for diagnosing issues. So, anytime a developer is writing complementary code to provide information designed for analysis and troubleshooting, they're implementing instrumentation.

A/B testing is a technique for comparing two or more different versions of a concept or product to determine which one performs better. Users are often randomly selected to use one of the versions, performance data for each version is gathered, and the data is analyzed to see which version is most effective.

Holdout testing is a type of statistical analysis that is used to determine if there is truly a lift from a marketing campaign. Lift is a marketing term used to describe any increase in revenue generated from a campaign. Marketers use holdout testing to verify that a perceived lift after a campaign is truly the result of the marketing effort. To institute holdout testing, a measurable segment of the users are defined as holdout users. These users will not receive the marketing email, push notification offer or other campaign material that the rest of the users are receiving. Once a campaign is over, the conversion rate of each group of users is compared to see if the promotion was worth the cost of running it. So, if your holdout users purchase the same amount or more than the recipients of the marketing push, then the lift was not a result of the campaign, and therefore the campaign was not successful. It means that the company gave away a percentage of profits when it was not necessary. Holdout testing is often used periodically to verify that money spent on marketing campaigns is adding value.

The term funnel analytics describes an analysis technique that's used to segment a group of users into categories, and measure conversion rates based on those categories. This practice can help companies determine the effectiveness they're achieving in certain vertical markets, and potentially increase or decrease marketing efforts based on the value of targeting a specific segment.

About the Author

Sarah is an educator and instructional designer. She started her career doing computer training, Microsoft Certified training, then telephony training for a local Indianapolis start up. She has a passion for helping others to learn and writing engaging content. When she is not working, she loves to travel with her family, walk her dog, or curl up somewhere with a good book.