Customer data platforms and the personalization of the customer journey

A CDP is a system that collects customer data from many sources and centralizes it, making it available to other systems for marketing campaigns, customer support, and other customer experience activities. An important factor to consider is that a CDP tracks the behavior of the anonymous user, also creating a persistent customer profile for those users. A CDP's primary goal is to tackle the data fragmentation problem that many organizations face in the market today, creating a single view of the customer across several devices and channels. A CDP can help personalize a customer's website experience but should be used for more than just that.

Next, we'll focus on two alternatives that are currently available in Drupal, one third-party solution and one native to Drupal.

Apache Unomi™

There are commercial offers on the market, but, as we should expect, there's also an open source...