The mediarithmics platform can collect all data sources. Whether the data comes from the users' online activity or from backoffice management systems such as CMS', ERPs, and CRMs, all the data is stored for each user in a graph model as shown below. This universal data model allows you to connect all the information of a user, the collected information such as account identifiers, terminal identifiers, profile information, activities, and purchases, as well as data calculated on the fly, such as appetence score, age and gender predictions, and recommendations of articles or other content.