Process Mining-Driven Optimization of Digital Customer Journeys Based on Audience Intervention Using the AI-DATA Model

In a case study, we aimed to explore AI-based e-commerce optimization based on process mining by introducing the AI-DATA model, a human-centered approach to customer journey optimization in the context of trustworthy AI. The AI-DATA model, which stands for Awareness, Interest, Desire, Action, Trust, and Again, is a phase model. It is an extension of the traditional AIDA model, emphasizing a human-centered customer journey, that includes post-transaction activities and a cycle of repeat patronage. In our case study, the AI-DATA model was implemented at an e-commerce online shop specializing in nutrition supplements. The objective of employing this model through process mining was to increase conversion rates, such as clicks and purchases, through phase interventions.