This research proposes a predictive modeling framework for Web user behavior with Web usage mining (WUM). The proposed predictive model utilizes sequence-based clustering, in order to group Web users into clusters with similar Web browsing behavior and Markov chains, in order to model Web users’ Web navigation behavior. This research will also provide a performance evaluation framework and suggest WUM systems that can improve advertisement placement and target marketing in a Web site.
Park, Sungjune and Vasudev, Vinay, "Predictive Analytics with Sequence-based Clustering and Markov Chain" (2016). Proceedings of the 2016 Pre-ICIS SIGDSA/IFIP WG8.3 Symposium: Innovations in Data Analytics. 12.