As one of the biggest retailers in the Swiss market, our client serves more than 500,000 B2C and B2B customers with over 200,000 products. Data are essential to the e-commerce company’s ability to maintain its competitive edge. Yet legacy Web-tracking infrastructure coupled with current data-protection regulations and the prevalent use of adblockers made it increasingly difficult to ensure high-quality, high-volume data. This called for targeted countermeasures.
Together with our client, FELD M determined that a server-side tracking infrastructure was required to address the problem. It would not only enhance data quality and quantity, but also form the basis for further applications like recommendation algorithms. At the same time, the IT staff wanted to ensure that the solution would not lead to longer browser loading times.
Main goals of server-side tracking:
- At least 10% more data
- Ensured data quality
- Fast Website loading, especially on mobile devices
Adblocker-resistant server-side tracking
More and better data
Thanks to server-side tracking, the project has resulted in a 10–20% increase in data volumes of those recorded with client-side tracking. It has also laid the foundation for further applications like recommendation systems, while keeping loading times short for the user.