Expand my Community achievements bar.

Announcement: Calling all learners and mentors! Applications are now open for the Adobe Analytics 2024 Mentorship Program! Come learn from the best to prepare for an official certification in Adobe Analytics.
SOLVED

Markov Chain On Website Navigation

Avatar

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

 

1 Accepted Solution

Avatar

Correct answer by
Community Advisor and 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!

View solution in original post

2 Replies

Avatar

Administrator

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

Avatar

Correct answer by
Community Advisor and 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!