eTail West 2018

February 26-March 01, 2018

JW Marriott, Palm Springs, CA


Ankur Prasad

Head of Marketing for Amazon Appstore

Ankur Prasad is the head of marketing for the Amazon Appstore.  He has over ten years of experience in mobile space. Prior to his current role, he led developer marketing where he helped double the number of apps and games distributed by the Appstore. Before Amazon, he led the creation and launch of Microsoft’s first incubator program and fund for student entrepreneurs. He has a Masters in Management Sciences from Stanford University with a focus on strategy and entrepreneurship. 

12:15 PM Keynote: Driving Growth & Engagement through Triggers and Rewards Programs

The customer experience has become a very commonly used phrase in recent years. Most businesses see improving their customer experience as a competitive differentiator. Over the last few years, the Amazon Appstore has invested in developing a thorough understanding of the journey our customers take with our products and services. There is a big opportunity to surprise and delight our customers at various touchpoints. 

In this talk we will share principles and best practices to improve the customer journey. We will focus on how our team has successfully driven user growth and engagement through triggers and rewards programs. Key topics include – 

The habit loop: How customers respond to a trigger and a reward to develop habits with products and services.  
Increasing engagement: How to develop a deeper understanding of what a customer values by surfacing the right reward at the right time to increase engagement and retention.  
Tools and automation: Building the infrastructure and tools to help automate and scale triggers and rewards programs. 
New possibilities: Tapping into a larger ecosystem of products and services to open up new possibilities in ways that more isolated touchpoints cannot.