Andreas Heyden, EVP Digital Innovations for DFL Group, explains how the Bundesliga has created an individualized, regionalized and personalized experience for their fans using AWS Personalize.
Andreas explains that football fan behaviour is complex, with each fan following up to four clubs out of thirty six, creating thousands and thousands of individual fan profiles.
In a highly dynamic world of large-scale social networks the challenge is to create personalized content experiences that match each profile, and so they turned to AWS Personalize to deliver a regionalized and personalized experience for each fan.
Their options included buying an off the shelf solution or building their own from the ground up, but this would have required too many resources and taken too long, so they opted for the AWS service as it offered a powerful, customizable feature set and it would be a natural component part of the suite of AWS services they already used, such as databases and serverless.
They have enjoyed a number of benefits and improvements from using the service: 17% longer sessions and higher watch count of videos, meaning users are more satisfied with the experience and customer retention is boosted.