Gartner Research

Using Machine Learning to Analyze and Optimize Customer Journeys

Published: 19 November 2018

ID: G00358060

Analyst(s): Soyeb Barot , Bill Delrieu


Organizations accumulate data from every interaction they have with their customers across a growing number of customer-facing systems. Technical professionals responsible for customer experience and analytics should use machine learning to get a more comprehensive view of customer journeys.

Table Of Contents


  • Using Machine Learning to Support CJA
    • Architectural Overview of an ML-Enabled Customer Journey Analytics Solution
    • Build or Buy an ML-Enabled CJA Solution
    • ML Algorithms in Support of Customer Journey Data Analysis
  • Strengths
  • Weaknesses


The Details

  • Understanding Customer Journeys
    • ML in Support of Data Preparation for CJA

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