PSA Group's digital factory want to set up a scoring based on the digital journey of visitors to their websites in order to better target people involved in the vehicle purchase process, but also to monitor the performance of their websites.
o Approach and key success factors
- Definition of variables specific to the digital journey of website visitors but also variables specific to
internet logs on pySpark
- Creation of a machine learning model for marketing targeting based on the digital journey behaviour
of vehicle buyers using SparkML
- Industrialization of the scoring pipeline with the help of data engineers