@masterthesis{Karsten, type = {Bachelor Thesis}, author = {Karsten, Can}, title = {Using machine learning to create dynamic customer journeys in digital environments.}, school = {Hochschule Rhein-Waal}, abstract = {This research aims at analysing how machine learning can be used to create individualised customer journeys to improve customer experience. This work develops the new model of machine learning keters inaided dynamic customer journeys , which should help marimproving customer journey design to address customers' needs. Additionally, the model could be a comprehensible tool for marketing strategy formulation. In an empirical study consisting of a survey with 168 participants and a trained machine learning mod el with a dataset size of 1000 cases, this model is validated. Results show that a machine learning model can be used commercially to cluster users into personas and that a recommendation system can be built to dynamically adapt the customer journey to give each persona an individualised experience. Future research should aim at further practical validation of the correlation between user experience improvement and persona based customer journey design.}, language = {en} }