# Analysis of Customer Journeys Using Prototype Detection and Counterfactual Explanations for Sequential Data

arXiv: https://arxiv.org/abs/2505.11086 · HTML: https://mlsanity.com/paper/2505.11086/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 7 of its 51 references that are in the map.
- First posted on arXiv 16 May 2025.

## Builds on (most cited first, 7 of 7)

- [A Unified Approach to Interpreting Model Predictions](https://mlsanity.com/paper/1705.07874/) (2017)
- ["Why Should I Trust You?": Explaining the Predictions of Any Classifier](https://mlsanity.com/paper/1602.04938/) (2016)
- [Counterfactual Explanations without Opening the Black Box: Automated Decisions and the GDPR](https://mlsanity.com/paper/1711.00399/) (2017)
- [Counterfactual Explanations and Algorithmic Recourses for Machine Learning: A Review](https://mlsanity.com/paper/2010.10596/) (2020)
- [FOCUS: Flexible Optimizable Counterfactual Explanations for Tree Ensembles](https://mlsanity.com/paper/1911.12199/) (2019)
- [A Survey on Graph Counterfactual Explanations: Definitions, Methods, Evaluation, and Research Challenges](https://mlsanity.com/paper/2210.12089/) (2022)
- [Interpretable Sequence Classification via Discrete Optimization](https://mlsanity.com/paper/2010.02819/) (2020)

## Abstract (arXiv)

Recently, the proliferation of omni-channel platforms has attracted interest in customer journeys, particularly regarding their role in developing marketing strategies. However, few efforts have been taken to quantitatively study or comprehensively analyze them owing to the sequential nature of their data and the complexity involved in analysis. In this study, we propose a novel approach comprising three steps for analyzing customer journeys. First, the distance between sequential data is defined and used to identify and visualize representative sequences. Second, the likelihood of purchase is predicted based on this distance. Third, if a sequence suggests no purchase, counterfactual sequences are recommended to increase the probability of a purchase using a proposed method, which extracts counterfactual explanations for sequential data. A survey was conducted, and the data were analyzed; the results revealed that typical sequences could be extracted, and the parts of those sequences important for purchase could be detected. We believe that the proposed approach can support improvements in various marketing activities.