Today, we’re excited to announce intelligent user segmentation powered by machine learning (ML) in Amazon Personalize, a new way to deliver personalized experiences to your users and run more effective campaigns through your marketing channels.
Traditionally, user segmentation depends on demographic or psychographic information to sort users into predefined audiences. More advanced techniques look to identify common behavioral patterns in the customer journey (such as frequent site visits, recent purchases, or cart abandonment) using business rules to derive users’ intent. These techniques rely on assumptions about the users’ preferences and intentions that limit their scalability, don’t automatically learn from changing user behaviors, and don’t offer user experiences personalized for each user. User segmentation in Amazon Personalize uses ML techniques, developed and perfected at Amazon, to learn what is relevant to users. Amazon Personalize automatically identifies high propensity users without the need to develop and maintain an extensive and brittle catalog

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