Datatrics

What Datatrics is and what it does

Datatrics is a Dutch customer data platform and AI driven marketing automation suite, founded in 2014 in Eindhoven and acquired by Pondres in 2020 while continuing as an independent product. Retailers and B2C ecommerce sites use Datatrics to unify customer profiles, predict purchase intent, segment audiences and trigger personalised email, web and ad campaigns. The platform combines a CDP, a marketing automation engine, a recommendation engine and predictive AI models, with a JavaScript profile tracker as the core data collection mechanism on customer sites.

Data and cookies collected by Datatrics

On a configured website Datatrics drops first party cookies such as datatrics_visitor, datatrics_session and datatrics_token to identify devices and persist a visitor profile across sessions. It collects page views, clicks, scroll behaviour, search terms, basket events, order values, product attributes and email and account identifiers when a user logs in or submits a form. Customer systems can additionally push CRM, transactional and offline data into Datatrics via API ingest, which the platform joins to the online profile.

GDPR and ePrivacy implications

Because Datatrics writes persistent identifiers to the user device and reads them on subsequent visits, Art. 5(3) of the ePrivacy Directive applies and prior consent is needed before any tracking script executes. The resulting processing also falls under the GDPR: profiles are personal data, predictive scoring is automated profiling within the meaning of Art. 4(4), and German TDDDG and Dutch UAVG add national specifications. Controllers must publish a clear privacy notice, sign a data processing agreement with Datatrics and honour data subject rights including access, erasure and objection.

Consent requirements and legal basis

The appropriate legal basis is consent under Art. 6(1)(a) GDPR combined with Art. 5(3) ePrivacy. Legitimate interest is not suitable, given the intrusive profiling, cross channel personalisation and predictive scoring that Datatrics performs. Consent must be specific, informed, freely given and as easy to withdraw as to grant. In practice the Datatrics JavaScript and any API ingest of behavioural data should be gated behind a marketing or personalisation category in the consent management platform, and the tracker must remain blocked until the user actively opts in.

Cross border transfers and practical compliance steps

Datatrics processes primary data inside the European Union, with infrastructure in the Netherlands and on AWS Frankfurt, which simplifies residency for EU controllers. Some subprocessors such as Google Cloud services and monitoring tools may be based in the United States, in which case transfers rely on Standard Contractual Clauses, transfer impact assessments and supplementary measures. To deploy compliantly, conduct a DPIA, sign the DPA, configure consent gating, document subprocessors, set retention limits on profiles and provide users with a clear opt out and deletion path from your privacy centre.