Development and implementation of ML models at uses machine learning to provide tailored and customised interactions with our customers. This talk will focus on the development of a set of ML models using Random Forest that help to classify bookings, analytics at, the development process for the models, the tech stack used, implementation, and what we’ve learned from the process.

James Cotton
Senior Manager of Customer Analytics,

James is the Senior Manager of Customer Analytics at, a leading Online Travel Agency, where he focuses on understanding Customer Loyalty and Customer Experience using big data and data science. Born and raised in Calgary, Canada, he studied Life Sciences (BSc.H) at Queen’s University in Kingston, Ontario. Following four years at Canadian Pacific Railway, where he focused on bringing data to customer experience and commercial strategy, he undertook an MBA from INSEAD in France and Singapore.  Prior to joining, James worked in retail pricing for Hastings Direct – an online general insurer.