借助 Contentful 和 AWS 增强个性化体验（由 Contentful 赞助）.pdf

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1、 2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.Supercharge personalized experiences with Contentful and AWSA I M 2 9 6-S 2025,Amazon Web Services

2、,Inc.or its affiliates.All rights reserved.2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.Opening:The personalization paradoxThe Great Content CollapseCollapse of the top of funnelCollapse of operating modelCollapse of engagementCustomers expect personalization everywhere and not

3、ice when content is generic or AI-sounding.Contentful+AWS simplify the path from intent to impact.Scale is hard across audiences,regions,and channels while staying on-brand.2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.2025,Amazon Web Services,Inc.or its affiliates.All rights re

4、served.2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.Why personalization fails in practiceInconsistent cross-channel experiencesCause:Siloed contentSuperficial PersonalizationCause:Static experiencesInaccurately personalized experiencesCause:Fragmented,trapped customer dataRedun

5、dant experiencesCause:Not enough contentIneffective ContentCause:No feedback loopMissing the window of opportunityCause:Dependency on developersFragmented content and data across CMS,DAM,and bespoketoolsChannel sprawl:web,app,email,retail,support,partner portalsSlow content ops:requests wait on spec

6、ialists;versions sprawlInconsistent brand with AI text that“sounds off”2025,Amazon Web Services,Inc.or its affiliates.All rights reserved.What good looks like(north star)CentralizedContent ManagementModularContentActionableCustomerDataContent VelocityMoreContentBetter,Data-DrivenContentComposable co