Overview - Predictive Segmentation Using Amazon Pinpoint and Amazon SageMaker


In a very competitive marketplace, where brands are competing for customers’ attention, maximizing your customers’ engagement levels with your brand is vital to your success. One method to improve customers’ engagement is to deliver personalized messages to your users according to their attributes, activity, and stages along the customer journey. Personalized messaging can strengthen the relationship between your brand and your customers, increasing customers loyalty and conversion rates. Amazon Pinpoint supports customers’ engagement by sending personalized emails, text and voice messages, and push notifications. With Amazon Pinpoint, you can segment your customers based on demographics, behaviors, or other key business important performance indicators, and send personalized, timely, and relevant messages.

With Machine Learning (ML), you can increase customers’ engagement by analyzing your customers’ activity, identify patterns, and make recommendations to increase conversions. However, it can be a challenge to integrate ML models with messaging tools without in-house ML expertise.

To help you combine segmentation in Amazon Pinpoint and machine learning, AWS provides the Predictive Segmentation Using Amazon Pinpoint and Amazon SageMaker solution. Amazon SageMaker is an ML service that enables you to build, train, and deploy machine learning models.

Using this solution, you can build a reference architecture that automates the collection of customer data, predicts customer turnover, and maintains tailored audience segmentation for messaging.

This solution includes a sample dataset that you can use as a reference. To develop your own custom ML models with your own data, customize the solution. For more information, refer to Using your own dataset.


You are responsible for the cost of the AWS services used while running this reference deployment. As of the date of publication, the cost for running this solution with default settings in the US East (N. Virginia) Region is approximately $130 per month. This cost estimate assumes 100,000 customer endpoints stored in Amazon Pinpoint with 1 GB of other customer data in Amazon Simple Storage Service (Amazon S3). Prices are subject to change. For full details, refer to the pricing webpage for each AWS service you will be using in this solution.

The following table provides a cost estimate for deploying the solution.

AWS service Monthly cost
Amazon Athena $0.15
Amazon CloudWatch $0.01
Amazon Kinesis Data Firehose No cost
Amazon Pinpoint $120.00
SageMaker $8.50
AWS Step Functions $0.11
Amazon S3 $0.05
Total $128.82