Better Data Science with Server-Side Tracking

Transcript

1. Sunweb Internal
   Better Data Science with
   Server-Side Tracking
   Kevin Pak & Bart Brackel
   15/09/2022
   

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2. 2
   Sunweb Internal
   Leading digital holiday
   expert selling beach
   holidays and ski
   packages since ’91
   Annually over
   1,2 million happy
   holidaymakers
   Loyal clients,
   trusted partners
   and strong brands
   Sustainable holiday
   ecosystem that brings a
   unique combination of our
   technology platform,
   intelligence and extensive
   holiday expertise.
   Sunweb Group at a glance
   

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3. 3
   Sunweb Internal
   24%
   21%
   19%
   12%
   8%
   5%
   11%
   PAX by destination market
   France Greece Spain Austria
   Turkey Portugal Others
   Pan-European player with focused destination offerings
   

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4. 4
   Sunweb Internal
   6 Brands
   

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5. 5
   Sunweb Internal
   Use Case
   

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6. 6
   Sunweb Internal
   On what products do we spend our valuable
   advertising budget?
   On what customers do we spend our
   valuable advertising budget?
   Limitless opportunities for showing online advertisements
   Customers with high
   conversion probability
   Yield Value
   

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7. 7
   Sunweb Internal
   

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8. 8
   Sunweb Internal
   Intelligent Tracking Prevention (ITP)
   

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9. 9
   Sunweb Internal
   ITP challenges
   Recognize which visits
   belong to the same user
   Access information from
   the previous visit
   

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10. 10
    Sunweb Internal
    Server-Side Tracking
    

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11. 11
    Sunweb Internal
    Server-Side Tracking
    

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12. 12
    Sunweb Internal
    Google Tagmanager
    1st party data via: Deleted by ITP? Access with Javascript?
    Local Storage Yes Yes
    1st party Javascript cookie Yes Yes
    1st party HTTP (server) cookie
    with HTTP only flag
    No No
    1st party HTTP (server) cookie
    without HTTP only flag
    No Yes
    

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13. 13
    Sunweb Internal
    Solution
    

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14. 14
    Sunweb Internal
    Solution
    

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15. 15
    Sunweb Internal
    

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