Resource allocation in the cloud is usually driven by performance predictions, such as estimates of the future incoming load to the servers or of the quality-of-service(QoS) offered by applications to end users. In this context, characterizing web workload fluctuations in an accurate way is fundamental to understand how to provision cloud resources under time-varying traffic intensities. In this paper, we investigate the Markovian Arrival Processes (MAP) and the related MAP/MAP/1 queueing model as a tool for performance prediction of servers deployed in the cloud. MAPs are a special class of Markov models used as a compact description of the time-varying characteristics of workloads. In addition, MAPs can fit heavy-tail distributions, that are common in HTTP traffic, and can be easily integrated within analytical queueing models to efficiently predict system performance without simulating. By comparison with traced riven simulation, we observe that existing techniques for MAP parameterization from HTTP log files often lead to inaccurate performance predictions. We then define a maximum likelihood method for fitting MAP parameters based on data commonly available in Apache log files, and a new technique to cope with batch arrivals, which are notoriously difficult to model accurately. Numerical experiments demonstrate the accuracy of our approach for performance prediction of web systems.