Determination of high value customer journey sequences is performed by determining customer interactions that are most frequent as length N=1 sub-sequences, recursively determining most frequent length N+1 sub-sequences that start with the length N sub-sequences, determining a first count indicating how often one of the sub-sequences appears in the sequences, determining a second count indicating how often the one sub-sequence resulted in the goal, and using the counts to determine the most or least effective sub-sequences for achieving the goal.