Expand my Community achievements bar.

Join us for our next community Coffee Break on February 28th! Four of our Analytics Champions will be joining us to discuss Summit tips, best practices, and any of your Analytics questions!

Markov Chain On Website Navigation


Level 2

Hi everyone, 


Given that journey level analysis using flows is very manual, I wanted to explore the area where we can use Markov Chain to create transition matrix from the log files and understand the journey behavior. Also, I was exploring how we can use it for removal effect or even create K Markov models by segmenting customers. All of this can be transitioned into a framework where we can optimize customer journeys and remove friction points backed by data.


It would helpful if someone has prior worked on something similar and generated meaningful insights


2 Replies



@hk17541 , Great question! I'm reaching out to internal Adobe SME's that should be able to offer some insight soon. Stay tuned!


Adobe Champion

Hey @hk17541 !

Not something I personally have had any experience with in my work, but this article seems to link to some interesting case studies utilizing a "Hidden Markov Model" or HMM via Adobe Experience Platform, using Attribution AI.  https://blog.developer.adobe.com/understand-marketing-channel-effectiveness-using-hidden-markov-mode... 


Hopefully it's a good starting point for diving in to capabilities here!