> How SegmentStream uses machine learning on behavioural data under GDPR, why consent is required, data transfers and practical compliance steps for your site. > > Canonical: https://www.flowconsent.com/en/services/analytics/segmentstream Analytics # SegmentStream Analytics SegmentStream is a predictive analytics and conversion attribution platform that applies machine learning to behavioural data to forecast conversion probability. [Block SegmentStream until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=analytics) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Analytics](https://www.flowconsent.com/en/services/analytics) - Consent Analytics - Prior consent Required - Documented cookies 2 - Third-party domains 3 - Servers United Kingdom and European Union, with processing in cloud infrastructure such as Google Cloud Overview ## What does SegmentStream do? ## **What SegmentStream is** SegmentStream is a predictive analytics and conversion attribution platform operating from the United Kingdom and the European Union. It applies machine learning to behavioural data so marketers can estimate the conversion probability of each visit and attribute value across channels. The aim is to optimise spend even when cookie windows are short or consent limits classic tracking. ## **What data and cookies it collects** SegmentStream collects behavioural events such as page views, clicks, scroll depth, session timing and campaign parameters, and it can set cookies or use storage to hold a pseudonymous identifier. These signals feed machine learning models that build a predictive profile of each visitor. Because the platform infers likely future behaviour, the processing goes beyond plain measurement. ## **GDPR and ePrivacy implications** Collecting behavioural data and building predictive profiles is processing of personal data and engages the profiling rules of the GDPR and UK GDPR. The ePrivacy Directive requires prior consent before non essential cookies or storage are used. The predictive, profile based nature of the analysis raises the risk level and the duty to explain the logic clearly to visitors. ## **Consent requirements** Behavioural profiling requires freely given, specific, informed and unambiguous consent before SegmentStream begins collecting data. The tag and any storage must remain blocked until the visitor opts in through your consent banner, and withdrawing consent must be straightforward. Given the profiling, legitimate interest is generally not a sufficient basis for this kind of predictive analytics. ## **Data transfers and hosting** SegmentStream operates from the United Kingdom and the European Union and relies on cloud infrastructure that may process data outside the EEA. Transfers to the United Kingdom rest on the UK adequacy decision, while onward cloud processing should rely on Standard Contractual Clauses or the EU US Data Privacy Framework. Confirm the processing regions in your contract and retain the data processing agreement. ## **Practical compliance steps** Block the SegmentStream tag behind a consent management platform and integrate consent signals so models only use data from visitors who opted in. Complete a data protection impact assessment that covers the model inputs and any automated effects, minimise the events you send and confirm the cloud regions. Finally, describe the predictive profiling in your privacy policy and list the cookies it uses. Compliance ## SegmentStream and the GDPR SegmentStream is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy. - Legal basis Consent under Article 6(1)(a) GDPR, required because the platform collects behavioural data and builds predictive profiles of visitors - Risk level high - Applicable regulations GDPR, UK GDPR, ePrivacy Directive, EU US Data Privacy Framework ### Impact assessment (DPIA) A data protection impact assessment is strongly recommended because SegmentStream builds predictive profiles from behavioural data using machine learning. Assess the inputs to the model, the potential for automated decisions and any transfers to cloud regions outside the EEA. ### Sample text for your banner > We use SegmentStream to analyse your browsing behaviour with machine learning and predict how likely a visit is to convert. This involves behavioural profiling. Do you consent? Cookies and trackers ## What SegmentStream sets and contacts - Tracking method JavaScript tag and server side event collection feeding machine learning models that predict conversion probability from behavioural data - Server location United Kingdom and European Union, with processing in cloud infrastructure such as Google Cloud - Data transferred outside the EU SegmentStream operates from the United Kingdom and the European Union and relies on cloud infrastructure that may process data outside the EEA. Transfers to the United Kingdom rely on the UK adequacy decision, and any onward cloud processing relies on Standard Contractual Clauses or the EU US Data Privacy Framework. ### Cookies set (2) | Name | Type | Duration | Purpose | | ------------- | --------- | -------- | ------------------------------------------------------------------------------------------------------------- | | \_ss\_id | Analytics | 1 year | Holds a pseudonymous identifier used to associate behavioural events with a visitor for predictive modelling. | | \_ss\_session | Analytics | Session | Groups events within a single visit so the model can evaluate the current session. | ### Third-party domains contacted (3) - `segmentstream.com` - `api.segmentstream.com` - `cdn.segmentstream.com` Questions ## Frequently asked questions about SegmentStream Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### Does SegmentStream set cookies? Yes. SegmentStream can set cookies or use browser storage to hold a pseudonymous identifier and collect behavioural events for its models. Run a cookie scan so you can list each item and its duration in your notice. ### Is consent required to use SegmentStream? Yes. Because it collects behavioural data and builds predictive profiles, you need prior, freely given consent before the tag or any storage activates. Keep it blocked until the visitor opts in. ### What is the legal basis for SegmentStream? The appropriate legal basis is consent under Article 6(1)(a) GDPR. Given the behavioural profiling, legitimate interest is generally not sufficient for this type of predictive analytics. ### Does SegmentStream transfer data outside the EEA? It can. Transfers to the United Kingdom rely on the UK adequacy decision, while onward cloud processing should rely on Standard Contractual Clauses or the EU US Data Privacy Framework. Confirm the regions in your contract. ### Do I need a DPIA for SegmentStream? A data protection impact assessment is strongly recommended because predictive profiling with machine learning is high risk. Assess the model inputs, any automated effects and the cloud processing locations. ### How do I implement SegmentStream compliantly? Block the tag behind a consent management platform, pass consent signals so models only use opted in data and minimise the events you send. Complete a DPIA, confirm the cloud regions and describe the predictive profiling in your privacy policy. ### What are the alternatives to SegmentStream? EU hosted, consent aware analytics or first party measurement tools can reduce profiling and transfer risk. Whichever you pick, apply consent, data minimisation and clear documentation of any modelling. ### How do I update my cookie policy for SegmentStream? Add SegmentStream to the analytics category, explain the behavioural collection and predictive profiling, list the cookies or storage with their durations and disclose any processing outside the EEA. Update it whenever your configuration changes. Same category ## More services: Analytics [See the whole category](https://www.flowconsent.com/en/services/analytics) ### [Dema](https://www.flowconsent.com/en/services/analytics/dema) [Dema is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Dema supports custom event tracking, audience segmentation, and automated reporting. 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