Better data science with server side tracking

DON 11:15 - 11:45

Zaal 5

Understanding your customer is essential for any major e-commerce player and Data Science plays an important role in doing so. In this presentation we highlight how Sunweb uses Machine Learning to predict the conversion probability of a website visitor and how this is used for retargeting purposes. Recently, the value of using the model has decreased by the rise of Intelligent Tracking Prevention (ITP) and the new cookie legislation. We argue, that Server Side Tracking helps us get around most of the data issues and returns the Machine Learning model to its former value and beyond