Amazon Personalize has introduced the Next Best Action feature, which uses machine learning to recommend personalized actions to individual users in real time. This helps improve customer engagement and increase conversion rates by providing users with relevant and timely recommendations based on their past interactions and preferences. With Next Best Action, brands can deliver personalized experiences and drive business value. It is available through the aws-next-best-action recipe in Amazon Personalize.
Introducing Amazon Personalize Next Best Action
Amazon Personalize is a fully managed machine learning service that enables you to deliver personalized user experiences in real time. With the new Next Best Action recipe, you can determine the best actions to suggest to individual users, increasing brand loyalty and conversion.
Why Next Best Action is Important
With the rapid growth of digital channels, brands struggle to engage users with relevant actions. Traditional approaches of showing the same actions to all users or relying on user segmentation are no longer sufficient. Every user expects a unique experience and tends to abandon brands that don’t understand their needs. Next Best Action helps you determine the actions that have the highest likelihood of engaging each individual user based on their past interactions and behavior.
How Next Best Action Works
Next Best Action takes into account the in-session interests of each user and provides personalized action recommendations in real time. It can suggest actions such as enrolling in loyalty programs, signing up for a newsletter, exploring a new category, or downloading an app. These recommendations improve each user’s experience, promote long-term brand engagement, and increase revenue. By recommending the action that each user is most likely to take, you can also improve your return on marketing investment.
Example Use Cases
Let’s take a look at three users in different stages of their user journey to see how Next Best Action suggests optimal actions based on their past interactions and preferences:
| User Type | User_id | Action Recommendations | Rank of Action | Propensity Score |
|---|---|---|---|---|
| User A | 11999 | Subscribe to Loyalty Program | 1 | 1.00 |
| User A | 11999 | Purchase in “Jewelry” category | 2 | 0.86 |
| User A | 11999 | Purchase in “Beauty & Grooming” category | 3 | 0.85 |
| User B | 17141 | Purchase in “Electronics” category | 1 | 0.78 |
| User B | 17141 | Subscribe to Loyalty Program | 2 | 0.71 |
| User B | 17141 | Purchase in “Smart Homes” category | 3 | 0.66 |
| User C | 8103 | Purchase in “Handbags & Shoes” category | 1 | 0.60 |
| User C | 8103 | Download the mobile app | 2 | 0.48 |
| User C | 8103 | Purchase in “Clothing” category | 3 | 0.46 |
Benefits of Next Best Action
Implementing Next Best Action with Amazon Personalize can help you:
- Maximize user engagement by recommending personalized actions in real time.
- Increase conversion rates by suggesting actions that each user is most likely to take.
- Improve brand loyalty and long-term engagement by providing tailored recommendations across the user journey.
- Optimize your marketing investment by recommending actions with a high likelihood of user interaction.
For more information about Amazon Personalize and how to implement Next Best Action, refer to the Amazon Personalize Developer Guide. If you’re interested in how AI can redefine your sales processes and customer engagement, explore the AI Sales Bot from itinai.com/aisalesbot.
