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Introduction to Sitecore CDP 2.1 data model


Provides an introduction to Sitecore CDP (Data model 2.1).

Sitecore CDP ingests, connects, and activates all your data across your full technology stack to power decisioning, experimentation, and personalization.

Features of the v2.1 data model:




Data model

Extensible data

The v2.1 data model is industry-agnostic and aligns with Sitecore CDP's data model evolution strategy:

Standard and custom events can be extended with custom data

Orders and order items can be extended with custom data

Stream API

Identification of guests using the identifiers object

The Stream API identifies guests using the identifiers object when sending an IDENTITY event. We do not recommend that you send Personally Identifiable Information (PII) using the identifiers object to identify guests. We recommend that you only send PII data outside the identifiers object, as supplementary data.

Batch API

Validation schema

You must follow the validation schema to ensure data types for all customer data extensions are compatible with the v2.1 data model guidelines.

To understand the various integration options and recommended approach, it is important to familiarize yourself with the following terms:

  • Tags - a snippet of JavaScript code that digital marketer vendors require their customers to integrate into their web and mobile sites. Tags collect visitors' behavioral information as they proceed through the booking flow. These tags are also used to support certain functionality, such as personalized advertising and product recommendations.

  • Tag Management System (TMS) - provides a way to efficiently manage the implementation of digital marketing technology solutions. A TMS enables the inclusion of tags into a website without having to do large backend integrations.

  • Data layer - a safe, reliable, and low-maintenance structure that allows you to share information from your website and mobile applications to other applications, such as Sitecore CDP. Commonly referred to as a Universal Data Object (UDO), a data layer is written in the JavaScript programming language. A data layer is the ideal method for sharing information because it greatly reduces the risk of your data integrity being compromised. For example, if you scraped the transactional data from the markup instead of using a data layer, and then you change an HTML element, you could compromise data integrity by directly editing the original source. However, if you store the data in a data layer with no link to the presentation layer, you significantly reduce the risk of making unexpected changes.

User documentation for Sitecore CDP is also available.