Here you'll find some general definitions to make your EPICA experience smoother.
Persona - related definitions
|Anonymous id||anonymous_id||The anonymous id is an identifier usually generated by analytics.js from the client-side. It identifies a session of a visitor (persona) in a browser/app in one device. Of course, a persona can have multiple anonymous ids since it happens that he may access the client digital assets from different devices.|
|User id||user_id||Analyics.js specifications provide this field to provide any client id it may have (i.e. The id of a buyer in Magento). We are not using this id actively, but the field is available if it is found useful on a case-by-case basis.|
|Persona id||persona.id||The primary key in the DMPs personas table. It's used internally and rarely exposed to UI since we prefer to use the anonymous_id to identify a user/session (i.e for getting the activity log).|
|Unique persona id||unique_persona_id||
As mentioned in the anonymous id definition, the same persona can access a digital asset from 2 or more devices. As we want to see it as 1 persona, we may group several anonymous_id as 1 unique_persona. In this sense, unique_persona_id is the identifier (primary key) for a persona accessing the asset from several devices, and this is the id that is usually exposed to UI in activity log/devices endpoints.
To group several anonymous_ids from personas model into 1 unique_persona, persona table has a foreign key name unique_persona_id where several personas with different anonymous ids can be grouped in a unique persona. This grouping is made deterministically when we detect the same email or in a predictive way via the ML engine.
A persona is considered to be identified persona if any of their universal IDs (email, phone) or internal ID (userId) is known.
Pay attention that there's no mention of any other attributes (eg.
For further consideration: