In today’s digital economy data-based decisions have become very important to meet the ev-er-growing needs of customer engagement, retention, and satisfaction. Clickstream data is one such data that is being used to better understand, predict and engage with customers. Unfortu-nately, clickstream data for understanding customers has raised privacy and security concerns with many internet providers selling data for monetary benefits. This paper showcases a meth-odology that is developed based on experiential learning and using the latest cryptographic methods including differential privacy and graph analytics for predicting customer lifetime value (CLV) using clickstream data. Results obtained show that a user’s engagement can be pre-dicted within a relatively acceptable range after preserving privacy.

Background: Process mining (PM) exploits event logs to obtain meaningful information about the processes that produced them. As the number of applications developed on cloud infrastructures is increasing, it becomes important to study and discover their underlying processes. However, many current PM technologies face challenges in dealing with complex and large event logs from cloud applications, especially when they have little structure (e.g., clickstreams). Methods: Using Design Science Research, this paper introduces a new method, called Cloud Pattern API – Process Mining (CPA-PM), that enables discovering and analyzing cloud-based application processes using PM in a way that addresses many of these challenges. CPA-PM exploits a new application programming interface (API), with an R implementation, for creating repeatable scripts that preprocess event logs collected from such applications. Results: Applying CPA-PM to a case with real and evolving event logs related to the trial process of a Software-as-a-Service cloud application led to useful analyses and insights, with reusable scripts. Conclusion: CPA-PM helps producing executable scripts for filtering event logs from clickstream and cloud-based applications, where the scripts can be used in pipelines while minimizing the need for error-prone and time-consuming manual filtering.

E-commerce recommendation systems usually deal with massive customer sequential databases, such as historical purchase or click stream sequences. Recommendation systems’ accuracy can be improved if complex sequential patterns of user purchase behavior are learned by integrating sequential patterns of customer clicks and/or purchases into the user-item rating matrix input of collaborative filtering. This reviews focuses on algorithmic techniques of existing E-commerce recommendation systems that are sequential pattern based such as ChoRec05, ChenRec09, HuangRec09, LiuRec09, ChoiRec12, Hybrid Model RecSys16, Product RecSys16, SainiRec17, HPCRec18 and HSPCRec19. It provides a comprehensive and comparative performance analysis of these systems, exposing their methodologies, achievements, limitations, and potentials for solving more important problems in this domain. The review showed that integrating sequential pattern mining of historical purchase and/or click sequences into user-item matrix for collaborative filtering (i) improved recommendation accuracy (ii) reduced user-item rating data sparsity (iii) increased novelty rate of recommendations and (iv) improved scalability of the recommendation system.